SABRE Awards | Asia-Pacific

Basic entry - US$495

Includes 1 Geographic, 1 Practice Area, and 1 Industry Sector category selection. Additional selections cost $95

Geographic

Basic entry includes 1 Geographic category. Each additional category costs $95 each.

1. Australia/New Zealand

2. Greater China

3. Indian Sub-continent

4. Japan

5. Korea

6. South-East Asia

7. Multi-Country (at least 2 countries)

8. Regional (more than 5 countries)

9. Global (led out of Asia-Pacific with work in other regions)

Practice areas

Basic entry includes 1 practice area category. Each additional category costs $95 each.

Marketing Communications

10. Business-To-Business Marketing

11. Consumer Marketing (Existing Product)

12. Consumer Marketing (New Product)

13. Inclusive and Multicultural Marketing

14. Integrated Marketing
This category is designed to recognize campaigns in which public relations played a lead strategic role, alongside other disciplines/channels such as advertising, promotions, direct, digital, etc.

Corporate Reputation

15. Capital Markets Communications
Investor relations or financial media relations designed to reach shareholders and other financial stakeholders.

16. DEI Engagement
A campaign to improve diversity, equity and inclusion as it relates to employee engagement, talent recruitment and retention.

17. Employee Communications
A campaign directed at a company's existing employees.

18. Employer Branding
A campaign positioning a company to attract new employees.

19. Executive Communications
A campaign to position the CEO or other senior executives as leaders or authorizes on a topic or industry.

20. Institutional Image
Can also be institutional image for non-profit group or association.

Engaging Society

21. Cause-Related Marketing
A campaign designed to increase sales or consumer engagement with a brand by linking that brand to an issue or cause.

22. Community Relations
A campaign designed to engage community stakeholders and improve relationships between a company and its neighbors, local or global) .

23. Corporate Social Responsibility

24. Public Education
A campaign designed to improve public health or drive awareness of an issue with important societal implications.

Advocacy

25. Crisis Management

26. Issues Management

27. Public Affairs
A campaign designed to influence attitudes on matters of public policy, legislation or regulation.

Media Relations

28. Corporate Media Relations

29. Product Media Relations (consumer media)

30. Product Media Relations (Trade Media)

Digital and Social Media

31. Branded Journalism
A campaign based around content created or curated by the PR team.

32. Digital Campaign

33. Influencer Marketing

34. Social Media/Social Networking Campaign

Experiential

35. Guerilla Marketing & Word of Mouth Campaigns
Recognizes campaigns that use unconventional, disruptive or “street” tactics to start a conversation and generate “buzz”.

36. Publicity Stunt

37. Special Event

38. Sponsorship
This category recognizes both the planning and execution of sponsorship activities, and PR support to leverage that sponsorship.

Specialist Audience

39. Marketing to Men

40. Marketing to Women

41. Marketing to Youth

Industry sectors

Basic entry includes 1 Industry Sector category. Each additional category costs $95 each.

Consumer Goods

42. Automotive
Includes automakers and automotive parts and suppliers.

43. Consumer Products
Any consumer product not covered in categories below.

44. Fashion & Beauty

45. Food & Beverage
Excluding restaurants and food service companies.

46. Home & Furniture
Household products not covered by the categories above, furnishings.

Consumer Services

47. Entertainment
For clients in the entertainment business, including film and TV companies, record labels, artists and celebrities, sports teams, video game manufacturers.

48. Financial Services

49. Food Service
Including restaurants.

50. Retailers
For retail outlets, not all products sold at retail.

51. Travel & Tourism
Includes hotels, airlines, tourism boards.

Business-to-Business

52. Energy and Natural Resources
Includes energy producers, mining companies and utilities.

53. Industrial Companies: Manufacturing, Transportation, Logistics etc.

54. Professional Service Firms
Includes law firms, marketing services firms, management consulting firms, etc.

55. Real Estate & Construction

Technology

56. Consumer Electronics & Telecommunications

57. E-Commerce Companies
Includes e-commerce companies that conduct the majority of their business on the Internet, may include dot-com divisions of retail companies, etc.

58. Hardware

59. Software & Services

Healthcare

60. Consumer Health
Over-the-counter medications, nutraceuticals, etc.

61. Healthcare Providers
Insurance companies, hospitals, and other related providers.

62. Medical Technology
Includes healthcare IT companies, medical devices.

63. Pharmaceutical: RX
Also includes biotechnology companies.

Non-Corporate

64. Associations
Associations or coalitions consisting primarily of for-profit businesses; for charities, enter category 74.

65. Educational and Cultural Institutions
Schools, universities, museums, art galleries, performing arts venues, etc.

66. Government Agencies
Any government-sponsored campaign, domestic or overseas, including public education, tourism promotion, economic development.

67. Not-For-Profit Organizations
Excluding trade associations.

Diamond SABRE Awards - US$95

Diamond selection costs $95 plus the basic entry fee ($495). Additional Diamond category selections are charged at $95. If you have already selected a basic entry category (Geographic, Industry Sector, Practice Area) Diamond selections will cost $95 each.

Diamond Sabre Awards

68. Company of The Year
This award will recognize a corporation (or other organization) that has embraced public relations as a key management discipline and can demonstrate that public relations has made a significant contribution over the course of the year to its overall performance. Winning submissions will demonstrate that organizational behavior and organizational communications are aligned, and that public relations activities attain the highest levels of integrity, authenticity, and effectiveness. (This category is NOT open to public relations agencies).

69. CEO of the Year
This award will recognize the chief executive who has worked diligently to enhance the role of public relations within his or her organization, or demonstrated a clear commitment to ensuring that the organization embraces the principles of ethical and effective public relations, in its culture, its communications and its actions. (This category is NOT open to public relations practitioners).

70. Brand-Building
This award will recognize public relations work that has played in a central role in brand strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a brand platform and explain how that platform shifted perceptions, built stronger customer relationships, and ultimately drove sales.

71. Reputation Management
This award will recognize public relations work that has played in a central role in corporate strategy, positioning and messaging. Successful submissions will demonstrate that the PR professionals involved—on either the agency or in-house team—took a lead role in creating and developing a corporate reputation platform and explain how that platform shifted perceptions, built stronger stakeholders relationships, and ultimately contributed to corporate performance.

72. Research and Planning
This award will recognize public relations campaigns that draw on original research and modern data and analytics to develop critical insights into the client and its audience, and use formal planning techniques to devise the most appropriate strategic approach to address a challenge or seize and opportunity.

73. Measurement and Evaluation
This award will recognize public relations campaigns that made a meaningful and measurable contribution to an organization’s bottom-line results. Winning entries will focus on metrics such as stakeholder engagement, stakeholder attitudes, “net promoter score” (or similar), sales results, or business performance, and will make a compelling case that these results were directly related to effective communications.

74. Purpose
The SABRE Award for Superior Achievement in Purpose recognizes the critical role that purpose plays in both brand marketing and corporate reputation, and is awarded to a brand or organization that has put purpose at the center of its business strategy and ESG policies.

IN2 SABRE Awards

IN2 category selections cost $95 plus the basic entry fee ($495). The first IN2 category selection is included with basic entry. Each additional category costs $95 each.

Agency of the Future

75. Agency of the Future
This category requires agencies to demonstrate their ability and record of innovation across such areas as client work, workplace culture and/or thought leadership.

Experiential Marketing

76. Live Events
This category includes activities that focus on people attending events, including live shows/concerts, in-store customer experiences, promotional stunts, etc.

Earned Media

These submissions should be anchored in a single piece of excellent earned coverage. The anchor media can be supported with additional pieces of coverage and/or syndication to show additional reach, scope and impact. Please include the anchor coverage or link to it in the submission. These categories exclude paid content

77. Broadcast Media
This includes exceptional broadcast coverage—online segments, tv talk shows, radio shows, podcasts, etc—earned on broadcast media.

78. Digital/Print Media
This category recognizes exceptional coverage that is earned on digital or traditional media across general, consumer, lifestyle, business and trade media. Excludes paid content.

79. Earned Media with Influencers + Communities
This includes earned digital, print or broadcast placements with influencers. Includes YouTube, blogs, subject matter experts, etc. Excludes paid content.

80. Persuasive Content
Includes content intended to persuade and/or change stakeholder thinking, including speeches, opinion pieces, award entries, etc., including employee communications, financial communications, crisis/issues management or public affairs.

Social Media & Community Management

For the channel-specific categories, please anchor your submission in the designated channel, using other social networks to show how the lead channel was supported. Please include visuals and comments lifted directly from the social channel *within* your entry with text providing context.

83. Digital Publishing—includes websites and blogs
This category evaluates the best use of digital publishing platforms such as blogs, linkedin publishing for thought-leadership or stakeholder engagement.

84. Social Visual
This category recognizes the best use of social video or photos on platforms such as Youtube, Instagram, Facebook, Tiktok for stakeholder engagement.

Owned Media

85. Corporate Reporting—includes annual reports and ESG reports
This category recognizes the creation and promotion of corporate reports—digital, print or video—primarily designed to inform stakeholders about corporate policies, and progress, environmental and social governance issues.

86. Documentary Film and Video
This category recognizes one-off documentaries and documentary series, released on to broadcast channels or streaming services or hosted on an organization’s own website or video channels (YouTube, etc.).

Tools and Tactics

87. Audio: Podcasts + Music
This category recognizes organizations and brands using podcasts and/or music to tell their story.

88. Best AI Tool or Product
This category recognizes the use of an artificial intelligence tools or products in campaign planning, execution and measurement to create innovative content or deliver greater impact.

89. Best Use of AI in PR
This category recognizes the use of artificial intelligence in campaign planning, execution and measurement to create innovative content or deliver greater impact.

90. Best Use of VR, AR, Immersive Technology
This category recognizes the use of innovative technology to expand the ways they can engage, communicate with and activate their stakeholders.

91. Data in Campaign Planning and Development
This category recognizes the use of data to develop a campaign strategy, including media/channel planning, audience selection/segmentation and messaging.

92. Real-time Engagement
This recognizes the use or media—social, digital or traditional—to respond in real-time to crises or to prevent/reduce threats to corporate or brand reputation, and/or to take advantage of breaking news or a cultural moment to amplify or increase engagement with corporate and/or brand messaging.

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