The Columns’ Lovin’ Legazpi Wins Oscar for Philippine PR
TRANSFORMATION- the heart of the campaign that won a Merit Award from the Anvil Awards, an annual event that honors outstanding public relations programs in the country.

Lovin’ Legazpi, the flagship program of Community Innovations’ The Columns Legazpi Village, transformed the public perception on Legazpi Village from being merely one of the city’s thriving communities to being the young, hip aOnd vibrant creative center of Makati. The campaign also went beyond the traditional real estate marketing: from being solely focused on their building to being an ambassador of the property’s location and people.

“This towering campaign goes beyond sales; it has transformed not only the public perception on Legazpi Village but also the relationship between the development and the community that adopted it. What used to be indifference turned into mutual advocacy, a unifying desire to develop the community and unveil its novelties for all the people to see,” says Grace Sta.Ana, Community Innovations Project Development Manager.

Lovin’ Legazpi’s successful celebration of Legazpi Village’s novelties, its revelation of the community’s best-kept secrets, and the mutualism that it has established with the community garnered wows from 42nd Anvil Awards’ multi-sectoral jury for the PR Programs category.

This jury was composed of top-caliber leaders of the key sectors in the Philippine industry and society like Dr. Elena Pernia, Dean of the University of the Philippines’ College of Mass Communications, Jose Ma. Concepcion, President and CEO of RFM Corporation, Governor Grace Padaca of Isabela Province, Korina Sanchez, host of ABS-CBN’s Bandila and Rated K, Patricia Sto. Tomas, Chairman of the Development Bank of the Philippines, Leonides Valencia, PR Counsellor, and Myla Villanueva, Chairman of the MDI Group Holdings.
“This year’s entries are noteworthy in their effectiveness and focus.

Not only were the PR initiatives soberly executed and beneficial to their company’s bottom line, they also had a positive impact on the publics that they serve,” says Butch S. Raquel, Chairman of the 42nd Anvil Awards Committee. “This is but one of the portents that tell me the Public Relations Industry is increasing its reach and relevance in our country.”

Since its establishment in 1963, the Anvil Awards of the Public Relations Society of the Philippines (PRSP) has been recognizing public relations groups who have demonstrated integrity, excellence, and concern for the public in their programs and tools.

The minds behind The Columns Legazpi Village’s Lovin’ Legazpi campaign accept the Anvil Award of Merit. (From Left) Brad Geiser, Managing Director of GeiserMaclang, the PR partner of Community Innovations, Eunice Acejo and Grace Sta. Ana, from Community Innovations and Joyce Ubas from GeiserMaclang.