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“Pin-Up Boys of Atlantic Shores” Calendar Project wins National Business Award for Best Public Relations Campaign

Atlantic Shores Retirement Community Project Wins National Recognition

VIRGINIA BEACH, VA — A group of nearly nude senior gentlemen from the Atlantic Shores Retirement Community in Virginia Beach, Virginia recently were awarded a coveted annual honor.

The P.R. campaign for “The Pin-Up Boys of Atlantic Shores” was honored at the 9th Annual American Business Awards in New York City with a Stevie Award as finalist in the Public Relations Campaign of The Year category.

The American Business Awards recognize exceptional business campaigns in categories ranging from management, marketing, information technology, and public relations. A record number of nominations, more than 2,800, were submitted this year from organizations of all sizes, and from virtually every industry. The Pin-Up Boys campaign was selected as a finalist among public relations campaigns from such major corporations as LifeLock, Entergy, and the Dow Chemical Company.

A new twist on pin-up girls, these calendar guys (and one dog) took time off from hobbies, traveling and late-stage life careers, and shed their inhibitions to take a stab at modeling — starring on the glossy pages of the 2010 “Pin-Up Boys of Atlantic Shores” calendar.

The fifteen-month calendar spotlighted the individual careers and interests of each model — from a classical vocalist to a chemistry teacher, and a Bonsai tree cultivator to a 70-year old active Emergency Medical Technician. All were creatively obscured to create the illusion of nudity in a range of comical vignettes. In addition to revealing a bit of skin, each model also shared their words of wisdom – lessons learned throughout their lives.

Net profits of $21,695 from the sale of the calendar were given to the Princess Anne Courthouse Volunteer Rescue Squad, a dedicated group of individuals who provide 24-hour emergency medical care at no cost to residents in the Virginia Beach area, and who have saved the lives of several residents of the retirement community. Funds donated by Atlantic Shores Calendar sales allowed the rescue squad to achieve a very tangible goal — purchase of a replacement ambulance for one of their retiring units.

The press campaign to support the Pin-Up Boys yielded extensive regional, national and international print, radio, television and web features, including NBC, ABC, CBS, FOX, CNN, Reuters, AOL and Yahoo! — boosting calendar sales as far away as Australia and France.

In addition to raising funds and garnering exposure for Atlantic Shores, one of the east coast’s premier retirement communities, the campaign also created camaraderie and raised spirits within the community.

“This prestigious award spotlights a program that was truly groundbreaking for our community,” commented Atlantic Shores Executive Director, Eden Jones. “In addition to the creative team, the entire campaign could not have become a reality without the enthusiastic support, and countless hours put forth by the Pin Up Boys and their families, who tirelessly promoted the calendar at festivals and events throughout the year. I can speak for everyone on the team to say that this project touched the hearts of us all – allowing us to appreciate the wit and wisdom of these energetic seniors, and appreciate the values their generation has left to us as a legacy.”