What are you doing when you combine a new corporate logo, a redesigned Web site and a spokesperson that is only 18 inches tall and made of concrete?  You're building buzz and consumer curiosity through grassroots tactics, enhancing a national advertising campaign with media relations activities and introducing a corporate icon to cultivate an emotional brand connection with consumers.

By using these three elements, you are establishing an integrated communications campaign that boosts awareness, connects with consumers and reinvigorates the brand. Experience this 90-minute, interactive teleseminar with Silver Anvil winners:

Joel Frey, public relations manager, Travelocity, oversees the day-to-day public relations needs of the company's flights, hotels, car rental, cruise and packaging lines of business. Additionally, Joel manages Travelocity's crisis communication program and acts as a company spokesperson.

Judy Haveson, vice president, Vollmer Public Relations specializes in national media relations and is an expert in marketing consumer brands and e-commerce companies.

Denisha Stevens, APR, executive vice president and general manager, Vollmer Public Relations, has more than sixteen years experience in public relations and a deep specialization in branding, she has led numerous new product launch campaigns for consumer packaged goods, interactive and travel-oriented clients.