Seattle, May 18, 2012 - Puget Sound Energy (PSE) was recognized at the Asian American Advertising Federation (3AF) Creative Excellence Awards on May 16. As the leading supplier of energy to the Puget Sound region of Western Washington for more than 135 years, they introduced a series of Asian and other multi-ethnic marketing campaigns in 2011 that earned them the New Marketer of the Year Award.3AF is a non-for-profit trade organization comprised of Asian American advertising agencies, market advertisers, media companies and other industry specialists.
A panel of 3AF judges selected the New Marketer of the Year. The national award is given to companies that are newly entering into the Asian advertising industry. The criteria used for award selection included successfully championing Asian American marketing initiatives through corporate infrastructure, demonstrating collaboration with community partners and generating a positive, long-term impact and commitment.
"We all know we need to do our part to save resources and conserve energy, but the fact that a company would reach out to Asian Americans with a comprehensive and targeted campaign really impressed the judges," said 3AF Executive Director Genny Hom-Franzen.
2010 US Census data indicated a significant increase of ethnic customers residing in PSE's service territory. PSE recognized the need for Asian American and multicultural outreach and executed two campaigns called "Rock the Bulb: The Re-Energize Tour" and "Holiday Ethnic Engagement Re-Energize Tour" which included market research, advertising, PR and product distribution targeted to Asian and other ethnic customers.PSE partnered with T.D. Wang Advertising Group to plan and execute these campaigns.
"We are so proud to be honored by the 3AF for our work with our Asian American customers. We loved bringing our save money, save energy message to this target market in a way that made them a closer member of the PSE family," said Senior Vice President and Chief Customer Officer Phil Bussey.About Puget Sound Energy
Washington state's oldest local energy utility, Puget Sound Energy serves 1.1 million electric customers and more than 750,000 natural gas customers in 11 counties. A subsidiary of Puget Energy, PSE meets the energy needs of its customers, in part, through cost-effective energy efficiency, procurement of sustainable energy resources, and far-sighted investment in the energy-delivery infrastructure. PSE employees are dedicated to providing great customer service that is safe, dependable and efficient. For more information, visit www.PSE.com.
T.D. Wang Advertising Group
Puget Sound Energy