The Belize Tourism Board with Olson Engage took home Best in Show honors for its “Breaking Bad’s Trip to Belize” campaign at the In2 SABRE Awards at the Four Seasons San Francisco last week. The campaign -- which also won in for marketing buzz and digital influence -- took home best in show for turning a potential negative into a memorable, remarkable opportunity.

Earlier this year, the hit AMC show “Breaking Bad” used the phrase taking a “trip to Belize” as a euphemism for killing someone. Following this, the Belize Tourism Board showed its sense of humor in a series of light-hearted tweets directed at the show’s actors and TV influencers. The team also partnered with the New York Times for an exclusive story inviting the cast of “Breaking Bad”on  a free vacation to Belize.

Other big winners of the night included: BMC’s head of comms Mark Stouse as Innovator of the Year for his Influence Scoring System that integrates accountability, gamification and a logic path for the C-suite to assess communications programs. The Trulia team took home top honors for most innovative in-house team for building a communications department that operates like a newsroom.

Innovation Excellence winners also included: Olson Engage as the most innovative social/communications/PR firm; Weber Shandwick for launching MediaCo in 2013; ReviveHealth for its work around LinkedIn; FleishmanHillard for the launch of its TRUE Magazine branded content platform; Inner Circle Labs for its Glimpse Conference; and Exponent PR for best agency website.

The full list of winners are below.


In2 Marketing Buzz

Breaking Bad’s Trip to Belize — Belize Tourism Board with Olson Engage

In2 Live Events

You’re Killing Me, Smalls! Twentieth Century Fox Home Entertainment Hits a Home Run With the Sandlot — Twentieth Century Fox Home Entertainment with Hill + Knowlton Strategies

In2 Insider Events & Awards

Say What? Lenovo Launches ‘Coffee Table’ PC at North America’s Largest Furniture Show

Lenovo with Text 100

In2 Sponsorships

How Hilton Goes Out To Reach LGBT Travelers - Hilton Worldwide with Murphy O’Brien and Golley Slater


In2 Media (Broadcast/Print)

Making ‘Stronger Than The Storm’ A Self-Fulfilling Prophecy For NJ Shore Businesses and Communities — New Jersey Economic Development Authority with MWW

In2 Digital Influence – Subject Matter Experts

Creating Value in the Land of the Free — The Economist with Allison + Partners

In2 Digital Influence – Media

Breaking Bad’s Trip to Belize

Belize Tourism Board with Olson Engage

In2 – Persuasive Content

San Bruno’s Fight for Reform: From Victim to Advocate for Gas Pipeline Safety — City of San Bruno with Singer Associates

In2 Generated Content – Earned – Consumer/General

For the Breath That Sizzles — Scope with MSLGroup

In2 Generated Content – Earned – Business/Trade

Surviving Flu Season with Staples — Staples Advantage with Text 100


In2 Owned Media Properties

The City of Fremont Crashes Silicon Valley ‘Party’ — The City of Fremont with the Hoffman Agency

In2 Social Media Presence – B2C

Gillette Asks ‘How Does The Man of Steel Shave?’

Gillette with Ketchum

In2 Social Media Presence – B2B

Taking a Smart Approach to Launching Samsung SMART Camera — Samsung with Allison + Partners

In2 Community Management

Verizon Innovation Index / Innovating for the Connected Home, Living Room and TV

Verizon FIOS with MWW Group

In2 SEO/Content Syndication

Creating Value in the Land of the Free

The Economist with Allison + Partners

In2 Non-video Broadcast – Podcast/Webinar/Webcast

Xerox Wants You To ‘Ask the Experts’

Xerox Corporation with Text 100

In2 Digital Video

Genentech Video Encourages Cancer Patients to Spit for Science — Genentech with Weber Shandwick

In2 Digital Newsrooms

Starbucks Newsroom 2.0 — Starbucks with Edelman

In2 Microsite/Website/Portal – An Evolving Resource Center — Mylan Specialty with Chandler Chicco Agency


Other Advertising

imbornto Integrate, a 360 Non-profit Campaign - March of Dimes with MSLGROUP

In2 Public Service Announcement

OK2TALK: Giving Youth a Voice to Discuss Mental Health

National Association of Broadcasters (NAB) with Ogilvy PR

In2 Product Placement

Litter Genie Launches the Hottest Item in Kitty Litter Disposal

Little Genie with Lippe Taylor

In2 Sponsored Content/Native Advertising – Consumer

GI Exchange

Nestle Purina PetCare with Exponent PR

In2 Sponsored Content/Native Advertising – B2B

Behr Buzzfeed Campaign

Behr with Burson-Marsteller


In2 Measurement or After-action Reporting

Placing Social Media Marketing in Context: Measuring How Social Media Impacts Home Video Sales — Warner Brothers with W2O Group

In2 Research Analytics for Campaign Planning

Dedicating the George W. Bush Presidential Center: Shaping the Message of a Historic Event

The George W. Bush Presidential Center with Burson-Marsteller

In2 Original or Commissioned Research for PR – B2C

Discover Fan Loyalty Poll: Bringing College Football Fans’ Passion to Life

Discover Financial Services with Burson-Marsteller

In2 Original or Commissioned Research for PR – B2B

BD’s Journey Into Uncharted Pharmaceutical Market

BD with Ketchum

In2 Insights Product or Service – Agency

DeltaSet: A New Golin Harris Approach to Research and Communications Analytics*

Golin Harris

In2 Insights Product or Service – Vendor




In2 Visual Storytelling – Social Images (TIE)*

Winner: Skittles Surprises Superfan*

Skittles with Olson Engage

Winner: Turning Likes into Love*

American Express with Mbooth

In2 Visual Storytelling – Infographic

Walmart Goes on the Shelf — Walmart US with Mitchell Communications

In2 Gamification/User-Generated Contests

Convincing the C-Suite: The Proven Power of the Influence Scoring System (ISS) — Mark Stouse

In2 Branding & Identity

As Good as Gold: The US Launch of Magnum Gold?! — Unilever – Magnum Ice Cream with Golin Harris


In2 Innovator of the Year – In-house

Mark Stouse – Convincing the C-Suite: The Proven Power of the Influence Scoring System*

In2 Most Innovative Agency – Social/Communications/PR

Olson Engage

In2 Most Innovative Agency – Digital/Integrated

Weber Shandwick for MediaCo

In2 Most Innovative – Content Creation/Syndication

ReviveHealth for ReviveHealth Goes Native on LinkedIn to Drive Brand Awareness and Test Drive for Clients

In2 Most Innovative – In-house team

Trulia – In-house PR team

In2 Best Agency Blog or Editorial Channel

FleishmanHillard for TRUE Magazine: Branded Content That Goes Beyond

In2 Best Agency Website

Exponent PR

In2 Innovator of the Year – Agency

Inner Circle Labs for Glimpse: Building a conference from the ground up