ADDY and Telly Awards Honor CyberKnife Print and TV Ads
SUNNYVALE, Calif., Jan. 7 /PRNewswire-FirstCall/ -- Accuray Incorporated
(Nasdaq: ARAY), a global leader in the field of radiosurgery, today announced
the company has received three prestigious awards for its 2008 advertising
campaign promoting the CyberKnife(R) Robotic Radiosurgery System.
Accuray and RBG Marketing, who created the ads, received recognition from
the world-renowned ADDY(R) Awards for their patient-focused print campaign and
recognition from the Telly Awards for their television commercial.
Accuray and RBG Marketing received Silver ADDY Awards at both the local
chapter and district level for their "Tumors Have Nowhere to Hide" print
series, which featured actual patients who were treated with the CyberKnife
System. The companies also received a Bronze ADDY Award at the local chapter
level for "The Fight of My Life" print campaign, which worked in conjunction
with their award-winning television commercial.
The ADDY Awards, presented by the American Advertising Federation, is the
world's largest advertising competition. With more than 60,000 entries
annually, the ADDY Awards epitomize creative excellence by recognizing all
forms of advertising from all types of media, created by all sizes and levels
of entrants from anywhere in the world. It is the only creative awards program
administered by and for the advertising industry.
"Accuray's receipt of these prestigious awards, in partnership with RBG
Marketing, is a testament to the creativity and innovation we bring to all
facets of our business," said Eric P. Lindquist, senior vice president and
chief marketing officer of Accuray. "Since advertising is one way to spread
awareness of the benefits of the CyberKnife System we are pleased that these
tools have not only achieved that purpose but they've also been recognized as
being best in class."
Additionally, Accuray and RBG Marketing received a Telly Award for the
company's television commercial, which was made available to local CyberKnife
facilities to air within their local markets. The commercial featured a boxer
sharing the emotions one goes through when they learn of their cancer
diagnosis. The boxer speaks directly to his cancer and displays the "fighting"
attitude that many cancer patients adopt after they go through the shock and
acceptance of their condition. The boxer hopes to inspire, encourage and
educate newly diagnosed patients who may need a new type of treatment.
The Telly Awards honor the best local, regional, and cable television
commercials and programs, as well as the finest video and film productions,
and work created for the Web.
About RBG Marketing
Headquartered in Walnut Creek, Calif., RBG Marketing Inc. specializes in
creating integrated marketing programs for the healthcare and retail
industries. The company's Results Builder(TM) process mixes rigorous
thinking, boundless imagination, focused strategy and tangible measurement to
deliver exceptional "Impactfully Simple" creative to help clients meet their
unique business objectives. For more information and samples, visit
www.RBGmarketing.com
About the CyberKnife(R) Robotic Radiosurgery System
The CyberKnife Robotic Radiosurgery System is the world's only robotic
radiosurgery system designed to treat tumors anywhere in the body
non-invasively. Using continual image guidance technology and computer
controlled robotic mobility, the CyberKnife System automatically tracks,
detects and corrects for tumor and patient movement in real-time throughout
the treatment. This enables the CyberKnife System to deliver high-dose
radiation with pinpoint precision, which minimizes damage to surrounding
healthy tissue and eliminates the need for invasive head or body stabilization
frames.
About Accuray
Accuray Incorporated (Nasdaq: ARAY), based in Sunnyvale, Calif., is a
global leader in the field of radiosurgery dedicated to providing an improved
quality of life and a non-surgical treatment option for those diagnosed with
cancer. Accuray develops and markets the CyberKnife Robotic Radiosurgery
System, which extends the benefits of radiosurgery to include extracranial
tumors, including those in the spine, lung, prostate, liver and pancreas. To
date, the CyberKnife System has been used to treat more than 50,000 patients
worldwide and currently more than 150 systems have been installed in leading
hospitals in the Americas, Europe and Asia. For more information, please visit
www.accuray.com.
Safe Harbor Statement
The foregoing may contain certain forward-looking statements that involve
risks and uncertainties, including uncertainties associated with the medical
device industry. Except for the historical information contained herein, the
matters set forth in this press release, including statements relating to
commercialization of products, clinical studies, regulatory review and
approval are forward-looking statements within the meaning of the "safe
harbor" provisions of the Private Securities Litigation Reform Act of 1995.
Forward-looking statements speak only as of the date the statements are made
and are based on information available at the time those statements are made
and/or management's good faith belief as of that time with respect to future
events. You should not put undue reliance on any forward-looking statements.
Important factors that could cause actual performance and results to differ
materially from the forward-looking statements we make include: market
acceptance of products; competing products, the combination of our products
with complementary technology; and other risks detailed from time to time
under the heading "Risk Factors" in our report on Form 10-K for the 2008
fiscal year, as updated in our Form 10-Q filed on December 19, 2008 and our
other filings with the Securities and Exchange Commission. The Company's
actual results of operations may differ significantly from those contemplated
by such forward-looking statements as a result of these and other factors. We
assume no obligation to update forward-looking statements to reflect actual
performance or results, changes in assumptions or changes in other factors
affecting forward-looking information, except to the extent required by
applicable securities laws.
SOURCE Accuray Incorporated
01/07/2009
CONTACT: Stephanie Tomei, Manager, Public Relations of Accuray
Incorporated, +1-408-789-4234, stomei@accuray.com; or Shari LaRocque of RBG
Marketing, +1-925-939-1800 ext. 103, shari@rbgmarketing.com
Web Site: http://www.accuray.com
http://www.RBGmarketing.com
