Tokyo, November 30, 2010 – A campaign to promote Hokkaido rice from Dentsu Public Relations was voted the ‘Business-to-Business Campaign of the Year’ at the Asia Pacific PR Awards 2010.
Announced at a ceremony in Hong Kong on November 22, the award marked the second year in a row that a campaign conceived and executed by Dentsu PR has won the coveted ‘Business-to-Business Campaign of the Year’ prize.
Entitled “Upgrading Hokkaido Rice to First Class,” this year’s winning campaign was undertaken on behalf of rice farmers in Japan’s northern-most island to establish the brand image of Hokkaido as a region known for producing delicious rice.
In addition to capturing the Business-to-Business category’s top prize, the campaign was also recognized with a Certificate for Excellence in the Product Brand Development category.
The annual Asia Pacific PR Awards rate campaigns in a total of 24 categories, with judges this year assessing the merits of some 337 entries submitted from around the Asia Pacific region.
In Japan, Dentsu PR’s campaign also earned the agency the 2009 PRSJ Grand Prix as the country’s top PR campaign. Earlier this year “Upgrading Hokkaido Rice” received the Golden World Award for Excellence in PR in the Communication Research category from the International Public Relations Association.
“We are truly honored to now have our work recognized as Business-to-Business Campaign of the Year at the long-running Asia Pacific PR Awards,” commented Shigeki Ishimatsu, President of Dentsu Public Relations.