With NASCAR in only its second year on ESPN after a six-year absence, it was critical that the press kit not only kick off the new season, but get reporters equating racing and ESPN again. The team created a pre-season digital kit that was both comprehensive — producer and announcer bios, images, schedules, news releases — and easy to use for writers on deadline. Then, just before the Sprint Cup in July, the network corralled fresh photos, bios and news releases to keep the event top of mind.

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Honorable Mentions:

Showtime Networks for United States of Tara: A dark comedy about a woman struggling with dissociative identity disorder could have been fodder for press kit disaster. But Showtime soared by presenting a lenticular of Tara’s four alter egos while also showcasing producer Steven Spielberg, creator Diablo Cody and star Toni Collette.

Showtime Networks for Dexter Season 3: Eye-grabbing photographic elements were used not only to get reviewers thinking about the series’ complex protagonist but also to compel them to run photos in their publications.

National Geographic Channel for Human Footprint: What else could accompany a groundbreaking special about the cradle-to-grave consumption of a typical American girl and boy, part of Nat Geo’s Preserve Our Planet initiative? Nothing short of the visually stunning, eco-friendly package that highlighted the program’s HD elements and offered extensive written materials.

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