The 2006 Magellan Awards Communications Campaign Competition drew an unprecedented number of submissions representing a broad range of industries and organizational sizes. More than 400 entries were received, so competition was exceptionally tough.

Communications campaigns were judged in peer-level competitions, which are described in the classes below.  To view the winners for each competition, simply click on the class name.  A winners' gallery profile is available for winning annual reports whose entry form indicated participation.

Competition-Wide, Quality-Specific Winners   Platinum   Institute for Healthcare Improvement  Goodman Media International “100,000 Lives” Campaign     Platinum   ESPN, Inc.  ESPN's Monday Night Football Launch   Platinum   American Airlines  Weber Shandwick “Largest-Ever Airline Ticket Giveaway”     Platinum   Boost Mobile  2006 Boost Mobile Pro of Surf, Presented by Hurley   Platinum   American Airlines  Weber Shandwick “The AAdvantage of Frequent Flying: American Airlines AAdvantage Program Celebrates 25 Years”   Platinum   EMC  EMC CLARiiON CX3 UltraScale Campaign     Platinum   Boost Mobile  Miles Ahead Entertainment WhereYouAt.com   Platinum   Omni Hotels  Weber Shandwick “Filling the Void: Omni Hotels Assists Guests after Airport Liquid Ban”   Competition Class Winners   Up to $10 Million $10 Million - $100 Million $100 Million - $1 Billion $1+ Billion Community Relations Corporate/For-Profit Non-Profit/Charity/Foundation/Government Employee Communications Full Results Full Results Organizational Communications Full Results Full Results Product/Service Communications Business-to-Business Business-to-Business Consumer (Corporate/For-Profit) Consumer (Corporate/For-Profit) Consumer (Corporate/For-Profit) Consumer (Non-Profit/Educational)   Up to $10 Million $10 Million - $100 Million $100 Million - $1 Billion $1+ Billion

HOW THE COMPETITION WAS JUDGED

INTRODUCTION

The competition was judged by a field of communications professionals affiliated with LACP.  Their expertise spans a broad spectrum of PR functions ranging from corporate, executive, and internal communications for Fortune 500 organizations to product, service, and non-profit publicity expertise.  Judges are screened to ensure that there are no conflicts of interest.

COMPETITION CLASSES

Award results are based on the judging of submissions within peer-level competition classes.  Competition classes are established to create the most level playing field possible between entries.  They are determined according to company size, annual revenue, and other pertinent factors included on the entry form.

SCORING

Scoring is derived according to a proprietary judging system developed by LACP, which assigns point values to various criteria of an entry. The Competition Scorecard provides further details on these criteria as well as the scores earned. A composite score, based on a 100-point scale, is then determined by summing the results of all judging criteria.

Narrative descriptions can be correlated to an entry’s scores according to the following chart:

The entry with the highest total score within its competition class is presented with the Platinum Award.  The entries with the second-, third-, and fourth-highest total scores within their competition class garner the Gold, Silver, and Bronze Awards, respectively.  In the event of a tie, multiple awards are distributed per award level.

Honorable Mentions are earned by entries not scoring within the top four award levels of any given competition class but achieving a minimum score of 85.

Top 50

Top 50 awards are given to the highest-scoring entries regardless of competition class. Ties are broken by weighting various judging criteria according to overall importance.

LEGAL NOTICE
Fortune 500 and Fortune 1000 are registered trademarks of Fortune Magazine.

NOTES
* These two categories are linked as one.