RockOrange Wins PR Crossover Award for Gloria Estefan’s “The Standards”
MIAMI, April 23, 2014 – Miami-based public relations, marketing and digital firm RockOrange is proud to announce that it took home the prestigious Public Relations Crossover Award at the Billboard Latin Music Marketing Awards, for Gloria Estefan’s “The Standards” album launch campaign. Powered by CLIO, the agency was among four honorees in its category at the 2014 Billboard Latin Music Conference.
“We are honored to receive our first official award for our entertainment practice from such a respected organization like Billboard, as it truly exemplifies a few of our founding agency principles,” said David Naranjo, principal and managing partner at RockOrange. “The trust of our long-time friend and client, Gloria Estefan, the hard work and dedication of our team and the support of our incredible partners like Sony Music Masterworks and Gilt City, all came together in the execution of this award-winning PR campaign.”
RockOrange, together with Sony Music Masterworks, carried out a strategic and tactical cross-platform campaign with the overall goals of generating record sales and driving brand awareness through traditional and social media outreach. Furthermore, the agency also partnered with Gilt City to drive awareness to Gloria’s music to a new, digital, influential audience via branded content and events. The campaign included Miami Curated Collection (Gloria’s Miami), Los Angeles launch event with Kathy Griffin, and a download offer with a track exclusive to Gilt.
“It’s been an honor to have the opportunity to work with an icon like Gloria Estefan. ‘The Standards’ was a different sound for Gloria and her fans, and it challenged us to take a different marketing approach, reaching beyond our normal channels,” said Angela Barkan, VP of media and artist development at Sony Music Masterworks. “David Naranjo and the RockOrange team were extremely creative and great partners to have in this journey.”
The agency designed an extensive national media campaign that included East and West Coast print and primetime broadcast media on major U.S. Hispanic and general market media outlets, which built awareness around Gloria’s latest music to a new fan base, while still remaining relevant to her core audience.
RockOrange secured Gloria’s interview on “Oprah’s Next Chapter,” making her the first Hispanic to be featured on the OWN Network. In partnership with Sony Music Masterworks, the agency secured Gloria’s exclusive PBS Special performance at Miami’s New World Center. The firm also secured appearances on other broadcast media, including: “Good Morning America,” “The View,” “CBS This Morning,” “Chelsea Lately,” “Despierta America,” “El Gordo y La Flaca” and many more. In addition, the campaign garnered print and online coverage, which included The Wall Street Journal, NPR, American Way, NBC Latino, NY Daily News, Huffington Post and more.
The album launched on Sept. 10, 2013, and debuted in the top 20 of the Billboard 200 chart, generating millions of social, digital and media impressions. Most importantly, it was No. 1 on the Amazon Broadway & Vocalists and Vocal Pop Charts, a career first for Gloria. Gloria garnered two GRAMMY Award nominations and also earned an NAACP Image Award.
RockOrange is a full-service communications firm specializing in traditional PR, digital and social media, corporate communications, brand building and talent management, targeting both general market and Hispanic audiences. Experience includes work with some of the world’s most iconic brands in a variety of industries, including franchising businesses, music and entertainment, cruise lines, hotels/resorts, resort destinations, culinary, automotive, pharmaceuticals, banking/financial institutions and not-for-profit organizations.
For services offered and contact information, visit www.RockOrange.com.