Winning entries include Fortify project, "Click It or Ticket" PSA, rail marketing, annual report
RALEIGH -The N.C. Department of Transportation is the proud of recipient of four national awards for excellence in communications, including the American Association of State Highway and Transportation Officials' (AASHTO) highest award for public relations. Representatives from NCDOT's communications team accepted the awards Tuesday night at a ceremony in Phoenix, Ariz. at TransComm 2014, the annual conference of the Transportation Communications Subcommittee.
"I am proud of our entire team and honored to work with such a talented group of professionals who are dedicated to informing and educating our citizens on important transportation issues everyday," said NCDOT Deputy Secretary Mike Charbonneau. "This national recognition is the result of our team's continued dedication to public service, innovative approaches and hard work all focused on better connecting people and improving the quality of life for all North Carolinians."
The awards include:
Excel Award without a Consultant -This represents AASHTO's highest award for public relations programs and campaigns, and recognizes techniques that made a pivotal contribution to the overall success of a broad-based communication endeavor.
NCDOT won this category for its Fortify Project, which includes rebuilding portions of I-440 and I-40 in Raleigh. The judges applauded the department for branding the project with the Fortify name, because it reinforces how the work will strengthen two critical interstate routes that carry not only traffic moving through the city but also vehicles traveling across the state.
NCDOT also received praise for using integrated communications tools to inform drivers about the work currently under way on I-440 and the work coming in the months ahead on I-40. Those tools include a dedicated Facebook page and Twitter account, a website with detailed information for employers and commuters, news releases, and media and citizen outreach.
TV Commercial or PSA without a Consultant -The department won this category for itsMemorial Day"Click It or Ticket" public service announcement, which reinforced the message that no matter where you sit in the car you have to buckle your seat belt. NCDOT produced the video using its in-house production team, not an outside agency.
The video aired on commercial television stations and cable access stations, in movie theaters, and on the web and social media. It generated nearly four million impressions on those platforms alone. This strong reach helped change driver behavior, which ultimately resulted in the seat belt usage rating statewide increasing to more than 90 percent for the first time ever.
Ads, Print and Electronic -NCDOT won this category for its print and online ads produced as part of its new campaign to brand and market North Carolina's passenger rail service. The department developed the "Simple and Stress-Free" brand to showcase the many benefits of taking passenger rail between Raleigh and Charlotte and points in between.