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The SABRE Awards The SABRE Awards judge PR campaigns that have made superior achievements in branding and reputation building. Conceived and launched as the Creativity in Public Relations Award (CIPRA) in 1989 in North America, in 2000 the competition was adopted by global information provider the Holmes Group and renamed the SABRE Awards. In 2005, the EMEA SABRE Awards (for campaigns from Europe, Middle East and Africa) were introduced and now receive 1,200 entries annually. These, together with the 1,800 North American entries submitted every year, make the SABRE Awards the PR industry's predominant competition. The inaugural 2009 Asia-Pacific SABRE Awards honored excellence in over 20 categories, attracting 393 entries and fostering considerable interest in the Asia-Pacific region. Turn the page: Redefining the paper dictionary Client: Iwanami Shoten, Publishers Iwanami Shoten, Publishers, one of Japan's largest publishers, had sought the help of Dentsu Public Relations for the January 2008 launch of the sixth edition of their flagship 'Comprehensive Dictionary of the Japanese Language' or Kojien. Iwanami would be releasing a newly revised Kojien edition for the first time in ten years. Yet over the previous decade sales of paper-based dictionaries had halved due to the rise of online and electronic dictionaries. To ensure the launch's success, Dentsu PR created a strategic campaign that redefined the value of paper dictionaries, and emphasized Kojien's value by linking a demonstrable deterioration in children's language competence in Japan to falling sales of paper-based dictionaries. The campaign helped Iwanami exceed its first year's Kojien sales target in just two months and reinforced the dictionary's positioning as approachable, trendy and innovative. The campaign was also awarded the 2008 Grand Prix award by the Public Relations Society of Japan, garnering further attention in Japan's PR and marketing trade media as well as nationwide newspapers.
About Dentsu Public Relations Inc. Dentsu Public Relations has been Japan's largest public relations agency since its inauguration in 1961. As a pioneer in the field in Japan, the company has been helping Japanese and foreign clients communicate with their critical stakeholders, namely consumers, governments, investors, employees, and communities. Headquartered in Tokyo with a branch in Osaka, Dentsu PR is a wholly owned subsidiary of Dentsu Inc. For more information on Dentsu Public Relations Inc., please visit
For inquires regarding this announcement please contact:
Kyoko Fujii, Corporate PR Division Tel:+81-(0)3-5565-8433; Fax:+81-(0)3-5565-8440 E-mail:info@dentsu-pr.co.jp Asia Pacific SABRE Awards Category Info Categories by Specific Geographies Categories by Practice Areas Categories by Industry Sectors |
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