Jan. 9, 2013
and its former client Applebee's were recently named the Special Achievement Category Winner for
"Most Creative" Communications Campaign of 2012
, a national award given to one entry across all categories of competition in the 2012 Magellan Awards sponsored by the League of American Communications Professionals (LACP) for Applebee's "Thank You Movement" publicity campaign.
The publicity campaign was also recognized with a "
" – the top honor for its competition class – and was one of the "
Top 50 Communications Campaigns of 2012
," finishing 3
overall out of more than 400 entries, representing nearly a dozen countries.
Applebee's launched the Thank You Movement in October of 2011 with a
kick-off event in Times Square
that included representatives from
, comprised of former senior enlisted members from all branches of the U.S. Military and
Disabled American Veterans
(DAV). The Thank You Movement makes it easy for Americans to show their appreciation for the nation's military via
, which hosts a live rolling counter of ongoing Thank Yous, now in the millions. In addition, more than
101,000 Thank You cards
, collected in Applebee's restaurants, were distributed directly to veterans via DAV.
The Thank You Movement is a natural extension of Applebee's support of veterans and troops. For the past four years, Applebee's has served more than a million free thank-you meals each
"We are honored by the recognition and even happier for Applebee's," said DFPR president
. "They are truly committed to thanking our nation's veterans and troops and it was our privilege to align and assist them in doing just that."
"The Thank You Movement entry proves to be remarkable in light of tremendous competition," said
, LACP Managing Director. "Overall, we find this work to be outstanding. We congratulate the entire team at Applebee's and DFPR and classify this entry as being among the best communications materials of 2012."
The 2012 "Most Creative" Magellan Award was DFPR's fifth best overall shared honor from LACP. DFPR and
's were recognized for "Most News Coverage" in 2007, Most Engaging in 2008 and Most Creative and Best-Return on Investment, both in 2009.
The League of American Communications Professionals LLC (LACP) was established in 2001 in order to create a forum within the public relations industry that facilitates discussion of best-in-class practices within the profession while also recognizing those who demonstrate exemplary communications capabilities. The Magellan Awards Communications Campaign Competition annually recognizes the best publicity campaigns from some of the most recognized organizations throughout the world.