SM Lifestyle Entertainment wins IABC Quill Award

SM Lifestyle Entertainment, Inc., together with its public relations agency FleishmanHillard Manila, took home the Award for Communication Management for Corporate Social Responsibility in the recently held 2015 Quill Awards Night.

Organized by the International Association of Business Communicators (IABC), the Quill Award is an industry award giving body that recognizes and honors excellence in the field of communications.  SM Lifestyle Entertainment, Inc. won for its ice skating campaign entitled, “Championing the Champions.”

“Winning the Quill Award is an affirmation that we are on the right track.  You can never go wrong when you invest your time and efforts in sports and youth development,” says SM Lifestyle Entertainment, Inc. President, Mr. Edgar Tejerero.  “There is a lot to be done, but this form of recognition inspires us to do even more for the growth of the sports.”

Championing the Champions is a corporate social responsibility program that established ice skating as a sport in the Philippines. A campaign that begun solely with the introduction and welcoming of Southeast Asia’s very first figure skating Olympian, Michael Martinez, the SM Skating rink has inexorably continued its goal to discover young skaters and help them hone their talents to ultimately achieve their goal to win international championships like the much coveted Olympics. To date, the SM Skating Rink has launched speed skating as a new Olympic sport for Filipinos to excel in, has strengthened their knowledge in ice sports through tutorials initiated by the Philippine Skating Union in coordination with the International Skating Union, and has increased its level of courses to offer athletes on ice extensive training programs. This 2015, SM Lifestyle Entertainment, Inc. will introduce another Olympic sport into the country, and will continue to grow their programs and increase their competitions to test each skater’s skill. Because of the expansion of SM Skating Rink and the creation of more comprehensive ice skating programs and activities for the Filipino, more athletes are being recognized in the local and international arena for ice skating, proving that Filipinos can do anything they set their mind to.

FleishmanHillard SVP & Partner / General Manager Cosette Romero on the other hand said, “We are elated to receive this award as this a recognition given by our peers for a job well done.  More importantly, we are happy and fulfilled because that we are able to support our client, SM Lifestyle Entertainment, Inc.,  with its quest to promote ice skating as a sport and ultimately, support the Filipino youth. “


SM Lifestyle Entertainment Incorporated or SMLEI is the lifestyle and entertainment solutions company of SM Prime Holdings Inc. that offers the best in movies, events, and leisure. Starting with SM Cinema, the largest cinema exhibitor in the country, as its sole marque, the company grew into 12 major brands. Currently tucked under its belt are brands such as SM Cinema, Director’s Club Cinema, IMAX Theatre, WM Cinemas, SM Skating Rink, SM Bowling and Leisure Center, Exploreum, Snack Time, e-PLUS Tap to Pay, e-PLUS Digital, Mall of Asia Arena, and SM Tickets. In 2015, SMLEI expanded its assets by adding brands such as Blink and Sine Asia. SMLEI aims to promote bonding activities among Filipino families and friends, through entertainment and leisure facilities, while advocating the ease of use and personalized service created to complement the Filipino lifestyle.

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