Greetings Today magazine, giving you the bigger picture

US Louie Awards undergo revamp

The US Greeting Card Association has unveiled planned changes to its annual Louie Awards program, undertaken as part of a strategic initiative to  reflect the role of greeting cards in today’s society.

Earlier this year a committee of Americas industry veterans evaluated the original purpose of the LOUIE Awards, the changing landscape of communication and the creativity involved in the production of greeting cards.

Key changes in the Louie Awards program for the coming years include the greater involvement of retailer judges, a streamlining of the awards categories, consumer outreach and greater PR attention (both trade and consumer press).

The Awards will culminate at the National Stationery Show in New York City (May 15-18 2011) with a new prominent display of LOUIE nominee’s. The prestigious Louie Awards ceremony will take place on May 16th at ESpace located on the West Side of Manhattan.
Based on the refined vision for the Awards the theme for the 2011 Awards is "Connection – it’s in the Cards", which highlights the history of greeting card use, and also corresponds to today’s ‘connected’ society where, despite the prominence of the digital age, the category is vibrant and strong.

"With all the new electronic means of connecting, people still send cards when they want to “friend someone for real” because paper greeting cards stand out in the mailbox and in the mind, becoming treasured memories of important events and relationships in our lives," said a Louies spokesperson.

The submission process is already open for any commercially manufactured card in the current calendar year to be entered in approximately 50 different categories. Further details and entry forms will be posted on 11/1/10 at

The judging process ranks each card independently on a 10 point system across Imagination, Impact, Artistry, Harmony, Sendability and Value.

Last year, Santoro London scooped a Louie for its Baby Girl Swing Card design in the Blank (Above $3.50) category.

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