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Lenzing is delighted to have been named winner in the “Global PR Breakthrough” category at this year’s PRWeek Global Awards on May 19, with the TENCEL™ “Feels So Right” movement.
An international awards program that celebrates global excellence in the PR and communications industry, PRWeek Global Awards is one of the most recognized awards in the in-house and agency sectors of the global communications and marketing industry. Being awarded “Global PR Breakthrough” is testament to Lenzing’s achievements and recognition of the impressive results that Lenzing has accomplished in the transformational journey of TENCEL™ from a B2B to a B2B2C brand.
The award entry was entitled, “Salvaging the reputation of fashion by enabling the industry to ‘Feels So Right’ with the TENCEL™ brand”. We showcased how the launch of the integrated TENCEL™ “Feels So Right” movement campaign enabled us to tackle issues and leverage different communication channels, such as PR, Digital and co-branding campaigns to communicate our message. Through our ongoing efforts and catering for a B2B audience, consumers, media and influencers, our achievements spanned across the business whilst increasing media awareness and encouraging a change in consumer behavior.
According to the judging panel, Lenzing was able to strategically showcase the achievements of the TENCEL™ “Feels So Right” movement and it was praised as an “authentic” campaign. “We are honored to receive this prestigious award,” shared Harold Weghorst, Vice President of Global Brand Management, Lenzing AG. “To win in this category is not only great recognition of our work but this award will further establish Lenzing as a driver in sustainability and a catalyst for positive change in the global fashion and home textile industry. We look forward to joining forces with more of you to create a more sustainable world together!”