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2007 Silver Anvil Award Winner – Marketing Consumer Products – Non-Packaged Goods
With the growth of cell phones and BlackBerries, there are more options than ever to say “Happy Birthday” rather than using a greeting card. In fact, industry card sales have been flat for years. So how does a greeting card company grow sales? In 2005, Hallmark Cards created the answer. By merging human emotion with our culture’s music obsession, the innovative “sound card” was born. And, to make the launch of 200 new sound cards successful, the PR campaign needed to capitalize on the “wow” factor and encourage consumers to “just try them.” By creating buzz, PR helped revitalize card sales with a 9 percent increase over the previous year.