ZCMI has won a national first prize for its 1997 holiday season newspaper advertising campaign.

The Retail Advertising Marketing Association International (RAMA) selected the Salt Lake-based department store chain at its 46th annual Retail Advertising Conference held last week in Chicago.ZCMI was recognized for its newspaper ad campaign that featured its advertising department employees as children commenting on the holidays, said Nancy Mortensen, vice president of marketing for ZCMI.

ZCMI won first place in the department store category, where it competed against advertising from national chains such as JC Penny, Sears, Dayon Hudson, Marshall Field's, Burdine's and Bon Marche.

Also, ZCMI was the overall winner in the annual Father's Day/Mother's Day Council National Advertising Excellence Awards competition held in New York City.

ZCMI's 1997 Mother's Day and Father's Day campaigns featured 22 real Wasatch Front families in its print and broadcast advertising.