AXN was awarded a Silver at the 2012 Marketing Events Awards in the Best PR/Guerilla Marketing Stunt category for its show, ‘Cyril’s Family Vacation’ (Hawaii Edition). The award ceremony that took place on November 25 in Singapore boasted of an impressive line-up of judges.
The promotional efforts for the show centered heavily around PR and guerilla marketing stunts (magician Cyril hanging from a lamp post) in Kuala Lumpur and Mumbai. In all, the campaign reportedly generated over $4.7 million in press value across 302 different media, including 24 TV shows, seven radio shows, 99 print media and 172 articles online, 30 video uploads, 500,000+ video views and over a million reach on Facebook updates and buzz. Cyril had visited India earlier this year in June and had performed an outdoor stunt to showcase his illusions at Carter Road in Bandra, Mumbai.
The Marketing Events Awards recognise and honour the best of Asia’s event marketing, management and planning industry. Some of the categories at the awards this year included Best Consistency in Branding, Best Consumer Event, Best Digital Integration, and Best Event For Press/ Media, to name a few.