Mike Bako, host of Inside Communications, recently sat down with Ellen LaNicca Albanese, Executive Vice President of Consumer Practice at CRT/tanaka to discuss how her agencyâs awarding winning campaign for Bissel. Their outstanding work on promoting two Bissel products won them a PRSA Big Apple award! Their biggest challenge? It is hard to get people excited about cleaning their floors!
Mr. LaNicca Albanese attributes the campaignâs success to CRT/tanakaâs whatcanbeSM process of researching and developing PR campaigns. Through this process, the CRT/tanaka team found that consumers are favoring hardwood floors in their homes, but more than 50% didnât know how one of the products, an electric steam cleaner, worked.
âWe wanted to show a faster, easier, better way to clean your floors,â explained Ms. LaNicca Albanese, âso we decided to go with an educational campaign with five core tactics.â
