HD DVD Effort Earns SABRE Award

By Greg Tarr -- TWICE, 5/17/2007

Wayne, N.J. – Toshiba and its public relations agency Brodeur received a Silver SABRE Award in technology for “the successful launch of HD DVD in the United States,” the companies said.

The SABRE award was presented by The Holmes Group, which publishes trade reports on the public relations industry, for “superior achievement in branding and reputation. Silver SABREs recognize the best programs in specific industries,” according to a Brodeur spokesman.

SABRE programs can involve work in any practice area, including marketing communications, public affairs, crisis or issues management, investor relations or employee communications.

The awards are judged by senior level public relations professionals. The chairman of the judges’ panel is The Holmes Group president and CEO Paul Holmes, who served for 10 years as the chairman of the judges for the Creativity in Public Relations Awards.

Nominees are selected by the judges from hundreds of entries submitted by PR Firms and companies.

“We are honored to be recognized by the industry for our strategic communications campaign and creative execution surrounding the launch of High Definition DVD,” said Maria Repole, Toshiba corporate communications director. “The introduction of this new format reinforces Toshiba's commitment to next generation home theater entertainment, and we will continue to communicate the benefits to make HD DVD the format of choice for consumers.”

Brodeur worked with Toshiba on “a series of strategic and tactical moves around the launch of HD DVD in 2006 to increase the momentum of HD DVD,” the companies said. These joint efforts included initiatives to educate consumers, media and retailers on HD DVD.