Fortitech Ad campaign wins award for outstanding achievement in web marketing
The global campaign was designed by the Albany, N.Y. based marketing communications agency, Media Logic and programmed by Arcadam.
Schenectady, N.Y. – Fortitech, Inc.’s advertising campaign, “The Ultimate Fortification Destination,” has won an Internet Advertising Competition (IAC) award from the Web Marketing Association based in Boston, Mass. The global campaign was designed by the Albany, N.Y. based marketing communications agency, Media Logic and programmed by Arcadam. The award is listed as “The Best Food Industry Online Campaign.” The promotion launched in early 2005 and was compared with virtually all other corporate Web sites within the food industry and medium. When the competition ended, it was a value-added approach that ultimately set fortitech.com apart from the others.
“The key to the campaign was to offer something of value to users to incent them to click through and register on our Web site,” said Maria Battista, director of marketing at Fortitech. “By offering this added value, we successfully managed to drive a significant number of decision-makers and potential customers to register.
Fortitech’s incentive for registering included a free technical paper written by Fortitech’s senior executive vice president and chief scientific officer, Dr. Ram Chaudhari. Four technical papers were released over the course of the year with topics covering brain health, overcoming sensory and textural issues in premixes, preserving good taste and overcoming nutrient instabilities.
The “Ultimate Fortification Destination” campaign was designed to be a comprehensive effort to promote interest and understanding of the vast nutritional resources available on the newly redesigned Web site. From online research and development, custom formulation worksheets, order tracking or the latest news on regulations and market trends, fortitech.com offers invaluable information to its users. The award-winning campaign featured traditional full-page advertisements, email blasts, hot-linked web banners, buttons and skyscrapers on various Web sites and E-newsletters worldwide serving the food and nutrition industry.
For 10 years, the Internet Advertising Competition awards have been produced to honor excellence in online advertising, recognize the individuals and organizations responsible and showcase the award winning Internet advertising. The Web Marketing Association's judges select winners based on seven criteria: creativity, innovation, design, copywriting, use of medium, memorability and impact.
“Online advertising is finally getting the recognition it deserves and The Web Marketing Association is pleased to help set the standard for Internet excellence,” said William Rice, president of the Web Marketing Association. “Spending for online advertising continues to grow rapidly and the IAC Awards highlight the best in this unique advertising medium by industry.”
Each year, entrants within 80 industry categories are reviewed by at least three judges who evaluated the advertising campaigns, based on creativity, innovation, impact, design, copy writing and use of the medium. The IAC Awards are the first and only industry-based advertising award competition dedicated exclusively to online advertising.
