ASTRA Industry Excellence Awards: Winners

The ASTRA 2010 Conference announced the winners of The ASTRA Industry Excellence Awards, yesterday for excellence in the promotion of subscription television.

This year there were 150 entries and 28 judges from across the subscription sector.

The winners are:

BEST ON-AIR PROGRAM PROMOTION
Awarded to the most creative and effective on-air program promotion for a single subscription television program, series or event.

– The Contender Australia Launch, FOX8. Judges comment: The Contender delivered event scale and status and broadened the appeal of the concept. It fulfilled marketing objectives with a clear effective message.

MOST OUTSTANDING MARKETING CAMPAIGN – SUBSCRIBER RETENTION
Awarded to the most outstanding Australian consumer marketing campaign used to encourage
customer retention and loyalty.

– FOXTEL Multiroom, FOXTEL. Judges comment: The Multiroom campaign was very clear in its message as to why subscribers should retain the service and gave a further incentive. The service meets many people’s needs. The campaign used striking imagery and has a clever sense of humour.

BEST MIXED MEDIA PROMOTION
Awarded to the most outstanding integrated consumer marketing campaign to promote Australian
subscription television channel identity, platforms, programs or customer retention/acquisition.

-I Love Food Awards 2009, LifeStyle FOOD. Judges comment: The I Love Food Awards 2009 promotion executed the elements of the different mediums exceptionally well and demonstrated creativity to cut-through.

BEST PR/COMMUNICATIONS CAMPAIGN
Awarded to the most creative and effective stand-alone PR or Communications campaign to promote an Australian subscription television channel, platform, and program and/or drive subscription sales/subscriber retention.

-Australia’s Next Top Model, FOX8. Judges comment: An outstanding use of PR to drive series 5 of Australia’s Next Top Model through use of multiple talent and story lines.

MOST OUTSTANDING MARKETING CAMPAIGN – SUBSCRIPTION SALES
Awarded to the most outstanding Australian consumer marketing campaign used to drive subscription sales.

– EOFYS, FOXTEL. Judges comment: The campaign created an event that became part of the vernacular. From creative thinking to overall result it was outstanding. The campaign built a landmark in a tough year. It was copied by other industries in terms of concept and tone.

MOST OUTSTANDING USE OF SUBSCRIPTION TELEVISION MEDIUM FOR A CONSUMER ADVERTISING CAMPAIGN
Awarded to an organisation for the most outstanding use of the Australian subscription television medium in a consumer advertising campaign.

– Yates, The Party Garden, The LifeStyle Channel – XYZ Networks. Judges comment: This campaign nailed the brief of outstanding use of subscription television. It stitched the entire entry from outline to execution and delivered on results. Yates had all the elements to pull off something from conception to execution.

MOST OUTSTANDING USE OF TECHNOLOGY
Awarded for the most creative and effective use of technology for consumer use.

– Zeke & Luther Website & Skateboard Creator, Disney Channel. Judges comment: Disney continues to be a benchmark in this technology category; the technology was innovative and highly engaging for target market kids. Demonstrated strong impact.

MOST OUTSTANDING USE OF INTERACTIVE TELEVISION
Awarded for the most creative and effective use of interactive television for consumer use.

-Australia’s Next Top Model Game On, FOX8. Judges comment: The FOX8 ANTM application was impressive. It demonstrates continuous innovation in an existing series and succeeded in giving a series in its 6th season a fresh look.

MOST OUTSTANDING CHANNEL IMAGE SPOT
Awarded to an organisation for the most creative and effective channel image spot designed to define, launch, build awareness, or change perception of the channel brand.

– Nat Geo Wild, National Geographic Channel. Judges comment: There was some spectacular creativity amongst the finalists but Nat Geo Wild really stepped up to evoke passion for the channel image through music and imagery and that was the difference.

BEST OFF-AIR PROGRAM PROMOTION
Awarded to the most creative and effective off-air program promotion for a single subscription television program, series or event.

– The Contender Australia, FOX8. Judges comment: The off-air component of the program promotion was impressive in terms of the mix of off-air media off-air used. It created the desired buzz around the program with outstanding ratings results.

The annual ASTRA Awards will recognise titles and personalities later in June.