MIAMI – June 11, 2010 – rbb Public Relations, a leading national marketing public relations firm, and AMResorts, provider of sales, marketing and brand management services for four luxury resort brands operating throughout Mexico and the Caribbean, were awarded a Silver Anvil Award in the Crisis Communications category by the Public Relations Society of America. The award, given for the “Flu-Free Guarantee” travel campaign, was presented at the 2010 Anvil Awards Ceremony in New York last week. Considered the Oscars® of the public relations industry, the Anvil Awards honor organizations that have successfully addressed a contemporary public relations issue with exemplary professional skill, creativity and resourcefulness.

“The Silver Anvil is one of the PR industry’s most coveted awards and we are truly honored to win it, especially in the crisis communications category,” said Lisa Ross, rbb’s president and leader of the firm’s travel and leisure practice. “Knowing that the success of this campaign was critical to restoring not just our client’s bottom line, but Mexico’s largest industry, is extremely gratifying. This award validates the quality work and professionalism that rbb strives to consistently produce.”

The Silver Anvil win comes on the heels of another esteemed industry accolade commending the “Flu-Free Guarantee” promotion – the 2010 Silver SABRE award in the Travel category, which was received May 11, 2010, at The Holmes Report’s annual awards ceremony. This marks the second consecutive year rbb’s travel and tourism division has garnered top acclaim for their programs and campaign strategies in travel and tourism. In 2009, rbb also earned a Silver SABRE award in the travel category for its successful campaign to restore industry confidence in the rebuilding of Mexican cruise port Costa Maya, which was damaged extensively by Hurricane Dean the prior year.

“Successful public relations programs are always a collaborative effort between client and agency that have a keen understanding of each others’ practices and strengths, trusting in each other’s ability to develop and champion a common goal,” said Gonzalo del Peon, executive vice president of AMResorts. “We value our partnership with rbb, and are delighted to be recognized in such a prominent manner by the distinguished members of the public relations community.”

AMResorts’ “Flu Free Guarantee” campaign was created in direct response to the 2009 “H1N1” worldwide flu epidemic, which jeopardized tourism revenue and delivered a major blow to the Mexican tourism economy. The guarantee promised guests a refund of three-times the cost of their vacations if they contracted the H1N1 virus while staying at any AMResorts property. In May 2009, rbb launched an aggressively proactive, multi-faceted media communications program aimed directly at U.S. consumers to quickly restore confidence in travel to the company’s 11 Mexican properties. By June 2009, occupancy levels across its resorts had risen by 140 percent from its lowest point. The campaign ultimately enlisted AMResorts’ top competitors to join in the guarantee and work cooperatively, assuaging tourists’ fears and encouraging safe travel to help galvanize the Mexican economy back to recovery.

These Silver Anvil and Sabre awards complement the praise lauded on AMResorts’ leadership from Mexican officials for the industry-saving impact the “Flu Free Campaign” had on the country’s tourism sector. In October 2009, the Minister of Tourism bestowed the national “Llave del Progreso®” award (or “Key to Progress”) to Alex Zozaya, AMResorts’ CEO, on behalf of Mexican President Felipe Calderon. The award was given to Mr. Zozaya for his dedication and commitment to this sweeping campaign, ultimately restoring faith and economic solvency in Mexico’s tourism industry.


About rbb Public Relations
rbb Public Relations has a national reputation for delivering meaningful client results on par with the largest national firms, but with the individual attention of a boutique agency. Its bilingual staff excels in media and community relations, corporate communications, digital/social media and product introductions. The firm’s capabilities encompass a variety of practice areas, including B2B, consumer products, crisis management, travel & leisure, health & fitness and food and beverage. rbb is a member of the Converge network of PR firms. For more information, call (305) 448-7450 or visit

About AMResorts
AMResorts ( is the provider of sales, marketing and brand management services to five brands of exclusive resort properties in Mexico, the Dominican Republic and Jamaica: ultra luxurious Zoëtry Wellness & Spa Resorts and The Zoëtry Collection (; 888-4 ZOËTRY); adults-only Secrets Resorts & Spas (; 866-GO SECRETS), luxurious Dreams Resorts & Spas (; 866-2 DREAMS) and stylish Now Resorts & Spas ( Zoëtry Wellness & Spa Resorts is a member of Leading Small Hotels of the World and Preferred Boutique™. Secrets, Dreams and Now Resorts & Spas are members of Preferred Hotels® & Resorts. Vacation packages for these resorts are available online, via toll-free brand phone numbers and through leading travel professionals in North America, Mexico, and Europe.