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 agency’s 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 campaign’s success to CRT/tanaka’s 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% didn’t know how one of the products, an electric steam cleaner, worked.

“We wanted to show a faster, easier, better way to clean your floors,” explained Ms. LaNicca Albanese, “so we decided to go with an educational campaign with five core tactics.”

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