knitting news
Yarncraft, the Lion Brand Bi-weekly Podcast Was Honored With the PR News Platinum Award in the Category of Podcast /videocast
Manhattan, New York - October 10, 2008 - Lion Brand Yarn Company was honored by PR News at the Platinum PR Awards held this month at the Grand Hyatt in NYC. This sold-out event, showcased the top PR campaigns of the year, the smartest communications initiatives and the people behind them. Winning the top honors in the Podcast/Videocast category was Lion Brand's Yarncraft Podcast.
The Lion Brand Yarn Company is the oldest American hand-knitting yarn brand. According to Hitwise® the Lion Brand Web site is the most highly trafficked yarn website and #6 among all craft and hobby sites. The podcast was launched when the company wanted to expand their online
presence and promote a greater solidarity among its audience of yarn crafting enthusiasts. Working with Conversion, a social media agency, Lion Brand launched the half hour podcast in October of 2007 to appeal to both the "knitterati" already engaged in social media, as well the current Lion Brand customer, who may not have had experience with downloading podcasts.
"We developed a voice for Lion Brand, featuring two associates, Zontee Hou and Liz Shaw." said Ilana Rabinowitz, Vice President of marketing for Lion Brand. "They host the bi-weekly show featuring interviews with knit and crochet celebrities and authors, as well as offering ideas and
inspiration for people who knit, crochet and craft with yarn. We are honored that their efforts have been recognized and have culminated in this prestigious award"
The podcasts are recorded twice each week at the Lion Brand Design Center on 15th Street in Manhattan. The most popular podcasts have had audiences topping 25,000 listeners and to date there have been 26 podcasts. The podcast is available for download from the Lion Brand website for from iTunes.
Accredited media interested in scheduling an interview to discuss this press release in more detail are encouraged to contact Ilana Rabinowitz at: 212-243-8995 x152
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