CHIEVRES, Belgium - The American Forces Information Service and the Office of the Assistant Secretary of Defense for Public Affairs named the Benelux best in the Department of Defense in the 2009 Thomas Jefferson Awards.
American Forces Network Benelux was recognized for its Command Information Campaign and its radio newscast, the "Benelux Radio Update."
"I can't remember an AFN station and PAO office working so cohesively and so hard together in the 10-plus years I've worked for AFN stations," said Sean Patrick, AFN Benelux broadcast operations chief. "The competition for Command Information Campaign is primarily for TV products, but having magazines and online products, as well gave it true edge."
Together, USAG Benelux and AFN Benelux developed a comprehensive command information campaign to generate interest and attendance in the 65th anniversary of the Battle of the Bulge and liberation of Belgium commemorative events.
"The AFN-Benelux team played a big role in our strategic plan," said Marie-Lise Baneton, USAG Benelux public affairs officer. "We planned for this together, and stuck to the plan for the benefit of our audiences."
The campaign was introduced in August 2009 when the Public Affairs Office released 3,000 copies of a special edition of the Benelux Edge (the Edge 65). The magazine was by far the garrison's most popular publication, to date. Within two weeks, 2,500 copies circulated throughout the community.
An additional 1,330 copies were printed to meet demand, and 3,000 copies were published in French to share with host nation employees and Belgian communities where the U.S.-Belgian partnership continues to thrive.
"We did a great job of planning and mirroring print and broadcast products," said Patrick. "For example, when the magazine came out, AFN interviewed the editor and featured reports about the magazine in news products."
To communicate the command message to an even wider audience, Benelux PAO produced a micro-website devoted to the history, stories and commemorative events surrounding the anniversary.
AFN Benelux continued its aggressive advertising campaign to promote the magazine and website throughout Europe, which helped generate even more circulation and Web hits.
"We really made a huge effort with AFN products to ensure we pointed people to the USAG website," said Patrick.
As of April 22, the website had received 5,053 hits, including 2,777 unique visitors. AFNEurope.net referred 1,350 visits, by far the most referrals from outside sources.
The site was also featured on the Department of Defense Battle of the Bulge website, which provided 354 referrals. Stripes.com brought in an additional 172.
Leading up to the 65th anniversary event, AFN Benelux interviewed USAG Benelux leaders and commemoration organizers and produced special two-minute television features on the Battle of the Bulge to drum up participation in the December festivities.
That promotion proved to be successful.
During the 2009 annual historic walk, approximately 4,100 people trekked the defensive lines held by Americans in 1944. It was the largest turnout to date with roughly 1,000 more participants than in 2008.
"I'm extremely proud of AFN's success but what I'm most proud of the impact our joint information work had on our community," said Baneton. "Together, we shared information so that Americans in the Benelux would learn and live their military history, enjoy the partnership with their host nation and find a home away from home. Our unity made us strong."
AFN Benelux also received a 2009 Thomas Jefferson Award for the Benelux Radio Update, a feat that they also accomplished in 2008.
"It was great to see AFN Benelux win two years in a row," said Patrick. "That is awesome. We're hoping for a third.
"We had stories that were very emotional for the audience. One of the stories was about a local football player who passed away in a motorcycle accident. Another was about the NATO mission, which was about the whole community," he said.
Patrick attributes the win to AFN Benelux's broadcast style.
"We aim to produce newscasts that are conversational. It's a good newscast because it talks to people rather than at them about stuff that matters to them," he said.
The military and civilian personnel who contributed to these awards are Sean Patrick, Sgt. Michael Cox, Master Sgt. Thomas Mills, Marie-Lise Baneton, Cis Spook, Kevin Downey and Christie Vanover.
The 65th anniversary of the end of World War II continues until May 8 - Victory in Europe Day.
Learn more about this commemorative anniversary and download English or French copies of the Edge 65 at the special Benelux World War II Web site at www.usagbenelux.eur.army.mil/botb.asp.
Watch AFN's Battle of the Bulge feature videos at http://Benelux.afneurope.net.
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