Whirlpool Brand PR Campaign Wins Coveted Bronze Anvil Award

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Jun 27, 2011, 08:54 ET

BENTON HARBOR, Mich., June 27, 2011 /PRNewswire/ -- Whirlpool brand, flagship of global appliance manufacturer, Whirlpool Corporation (NYSE: WHR), has been recognized by the Public Relations Society of America (PRSA) for superior performance in the area of media relations. The coveted 2011 Bronze Anvil Award was awarded in the Media Relations - Consumer Products category based on a year-long media relations campaign around the launch of its Vantage laundry pair. The campaign was executed in partnership with Whirlpool PR agency of record, Peppercom.

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The key objectives for the launch were: drive pre-launch buzz with top-tier media coverage; demonstrate industry leadership; engage influencers and communicate key brand pillars. To generate interest and sustain steady news coverage throughout 2010, the team developed an outreach/engagement calendar that included trade shows, seasonal and research-driven pitches and strategic media events. The team's multi-faceted approach yielded more than 400 media placements reaching a combined audience of more than 150 million.

"The Bronze Anvil Award is a coveted industry recognition that celebrates the expertise, creativity and effective communications that shine the brightest in the PR industry," said Monica Teague, senior manager, PR & Brand Experience. "The combination of industry-leading innovation in Vantage laundry with a strategic and creative approach to media relations resulted in an award-winning campaign for Whirlpool brand."

The Bronze Anvil Award was created by PRSA in 1969 to recognize outstanding public relations tactics — the individual items or components that contribute to the success of an overall program or campaign. Bronze Anvil Awards are possible in 65 categories and subcategories, including Media Relations, Newsletters, Web Sites, Feature Stories, Press/Media Kits, Podcasts, Word-of-Mouth and Blogs. Entries are judged by teams of PRSA members — and others who have specific category expertise — across the country. Only one Bronze Anvil Award and up to two Bronze Anvil Awards of Commendation may be earned in each category or subcategory. No Bronze Anvil is awarded in those categories where the judges feel the entries do not rise to standards set forth for the award by PRSA.

About Whirlpool Brand

Whirlpool Corporation is the world's leading manufacturer and marketer of major home appliances, with annual sales of approximately $18 billion in 2010, 71,000 employees, and 66 manufacturing and technology research centers around the world. Whirlpool brand recognizes that consumers lead busy, active lives and continues to create solutions that help consumers optimize productivity and efficiency in the home. In addition to designing appliance solutions based on consumer insight, Whirlpool brand is dedicated to creating ENERGY STAR^® qualified appliances like the new Duet^® washer which uses 82 percent less water and 86 percent less energy than a traditional top load washer manufactured before 2004. Whirlpool is one of Habitat for Humanity's largest corporate partners, donating a refrigerator and range to every new Habitat for Humanity home built in North America. For more information on Whirlpool brand please visit www.whirlpool.com or find us on Facebook at www.facebook.com/whirlpool. Additional information about the company can be found at www.whirlpoolcorp.com.

About Whirlpool Corporation's 100th Anniversary

Founded on November 11, 1911, Whirlpool Corporation has influenced home and family life during the last century. The company is driven by the belief that everyone needs a comfortable place to call home and has a 100 year history of creating better ways of cooking, cleaning, refrigerating and storing. Whirlpool Corporation is focused on improving lives one person, one family, one home, one community at a time.

About the Public Relations Society of America (PRSA)

With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 112 local Chapters organized into 10 geographic Districts; 14 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism; and the Public Relations Student Society of America (PRSSA), which has more than 300 Chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.

SOURCE Whirlpool Corporation