MCM Awards 2008

GOLD: Print Channel

	Harry & David, Holiday Preview 2007

What a pear! That would be a Royal Riviera pear, festooned with red ribbon, nestled in holiday evergreens. It's clear from this cover photo that the only thing better than giving a Harry & David product as a gift is receiving one.

WHY IT WON A GOLD AWARD: The cataloger's “luscious photography” is a perennial crowd pleaser. But the copy is key, especially when selling gift items. “Copy is lively, descriptive, engaging and consistent in tone,” a judge said, “with good use of subheads leading into copy block.”

And the catalog's marketing concept is “clearly communicated in all aspects of the book,” a member of the panel stated. “Beautiful layout. Good pace and flow.”

The book has an “extremely well-executed strategy,” one judge said, adding: “A well-defined brand is an effective defense in times of a slow economy.”

IDEA TO STEAL: It's okay to be promotional, especially during the holiday season. “Good use of blow-ins promoting specials and get-a-friend catalog offer,” said a judge. — JT

Director: Estin B. Kiger

Designers: Kelly Barton, Tucker Whitson, David Holman

Creative director: Michelle Jovanovic

Marketing directors: Mike Zodrow, Melissa Watson

Print/production director: Neal Schuler

Merchandiser: Denise Tedaldi

Copywriter: Marcus G. Smith

Photographers: Ron Anderson, Eric Groetzinger, Brian Prechtel

Color separator/prepress provider: Schawk

Printer: R.R. Donnelley

List broker/manager: ALC

	Gifts

	SILVER: Print Channel

	Williamsburg, Holiday 2007

The merchandise from the Colonial Williamsburg Foundation may be inspired by the 18th century, but its catalog is fresh, modern, classy — and a Silver-Award winner to boot.

WHY IT WON A SILVER AWARD: “An absolutely fantastic selection of beautiful product across all price points,” one judge said of the merchandise that includes bedding, home furnishings, gifts and collectibles.

But it's the design that really wowed the panel. The book contains “large hero full-page photographs intermixed with smaller shots” that create a “highly persuasive presentation that engages the reader.” Design is “an example of excellence in all respects from layout to photography,” a panelist summed up. “It does not get any better.”

WHY IT DIDN'T WIN A GOLD AWARD: Customer service needs work. For one, “the order form is in such small print that this information, which helps you to sell the customer on the company, is lost,” a judge noted. — JT

Director: Maxx Ross

Designer: Theresa Stevens/Stevens Design

Marketing director: Valerie Norton

Print/production director: Cathleen Moore

Merchandiser: Debbie Salisbury

Copywriter: Melissa James

Color separator/prepress provider: ICS

Printer: Quad/Graphics

List management/broker: Millard Group

	GOLD: Web Channel

	www.orvis.com

also won — GOLD: Web Channel | SPORTING GOODS

Orvis.com has been a perpetual winner in the Web channel, noted one judge, “and the site just keeps getting better.” The Gold-Award winning Website “makes great use of all the best merch tools from alt views, zoom, product reviews and care instructions,” a panelist said.

WHY IT WON A GOLD AWARD: Merchandising is subtle and well executed, while product pages are some of the best on the Web. Copy “strikes just the right balance between being promotional and being low key,” a panelist said.

Search functionality also strikes the perfect balance with ability to refine on price, category, etc., a judge said. “Far more clear than many implementations of this technology that I've seen.”

IDEA TO STEAL: The site's strong copy “fits the voice of the company,” said one judge. The description for a dog toy: “Keep your dog enthused for hours with our popular rooster toy. A riot of color and sound, our rooster is soft, cuddly and safe with embroidered eyes that stay put and can't be swallowed.” — JT

* No information provided