2009 SILVER

RETAIL

AMERICA'S FAVORITE MOM PROMOTION - MOTHER'S DAY 08

TELEFLORA, TELEFLORA

Lynda Resnick, Chrmn.-Exec. Producer
Bryan Honkawa, VP-Product Devel.
Jennifer Simms, Sr. VP-Mktg.
Anda Pho, Web Project Mgr.-Internet
Lilie Rahimzadeh, Dir.-Online Mktg.

FIRE STATION AGENCY

Michael Perdigao, Pres.
Rob Six, VP-Corp. Comm., Roll Intl.
Julie Fields, Producer
Liz Leow, Creative Dir.
Brian Fisher, Media Dir.

EDELMAN PUBLIC RELATIONS

With increasing competition from new outlets and stronger brand recognition for key competitors, Teleflora and its network of local retail florists faced declining sales. Mother's Day, the single largest holiday for the floral industry, celebrated its 100th anniversary in 2008. A multimedia, multi-platform promotional event was created: Teleflora Presents America's Favorite Mom. Culminating in a primetime television special on NBC, the event made an emotional connection with consumers, differentiated the brand from the competition and increased product sales by 70%.