The Virginia Alcoholic Beverage Control Authority (ABC) was recognized with four awards at the 72nd Annual Virginia Public Relations Awards May 23 for its continued efforts in the field of public relations and communications. The awards ceremony was hosted by the Public Relations Society of America’s Richmond Chapter.
Virginia ABC received two Awards of Excellence and two Awards of Merit. The awards competition, which had more than 300 entries this year, recognizes a variety of organizations and local/state government agencies for their ability to find new ways to communicate effectively and creatively.
“These awards recognize the incredible efforts of ABC’s communications, marketing and web teams as well as project consultants,” said Travis Hill, Virginia ABC Chief Executive Officer. “Performance excellence is one of ABC’s values and this team has certainly proven they are innovative and collaborative.”
Virginia ABC received awards in the following categories:
- Capital Award of Excellence - Feature Stories: “Saluting Our Military,” feature story written by Annie Tobey about the efforts of the Aleethia Foundation and Virginia ABC’s support of wounded veterans through the sale of Sailor Jerry rum. The story helped generate the sale 33,559 bottles of Sailor Jerry sold in stores for a total of $748,240 during the third quarter of 2018 with $5,818 donated to the foundation.
- Capital Award of Excellence – Brochures: “Spirited Virginia magazine,” a 64-page color publication published quarterly at no cost to Virginia taxpayers and distributed free to customers through ABC’s 376-store network.
- Commonwealth Award of Merit - Government Communications: “Virginia ABC 2018 Holiday Campaign,” Virginia ABC’s biggest holiday campaign with four promotions: Black Friday, Cyber Monday, Door Buster Days and Spirited Thursdays. Total sales for the holiday shopping period (Nov. 1-Dec. 31) increased by approximately $18 million (1.2 million bottles) compared to the previous year.
- Capital Award of Merit – Publications: “Virginia ABC Annual Report Fiscal Year 2018,” included fiscal year 2018 financial information and ABC accomplishments, with historic milestone of transitioning from an agency to an authority in January 2018.
For more information and for a complete list of award winners visit https://www.prsarichmond.org/awards/2019-2/
The Virginia Alcoholic Beverage Control Authority (ABC) is a major source of revenue for the commonwealth, contributing more than $2.1 billion to the general fund in the last five years. Virginia ABC currently operates 376 state stores, and provides alcohol education and prevention programs for people of all ages. Its Bureau of Law Enforcement oversees more than 18,000 ABC licensed establishments. Now marking its 85th year, ABC remains committed to progress and innovation in carrying out its vision of bringing good spirits and excellent service to Virginia.