HID Global's ten-year renewal of the U.S. Green Card has been of critical strategic importance in the secure ID solutions space and in reinforcing our leadership position in the market , with our LaserCard Optical Secure Media (OSM) - enhanced with many new advances - being specified again as a core security feature. Since the renewal, our public policy and communications campaign around the success of U.S. Green Card has continued to effectively support our market position.
With this battle won, the Green Card became even more visible as HID's most important reference account, providing high profile credibility worldwide and becoming a powerful tool that today continues to open doors to the sales team. A critical factor in outbound marketing was the willingness of the customer to participate in public relations activities.
With the customer's support, the program won numerous awards. In 2010, Government Security News honored the customer's department with the Homeland Security Award for the 'Most Effective Border Security Program'. In 2011, the program was an International Card Manufacturers Association Elan Award finalist for 'Best Government ID Card,' and winner of Canada's Advanced Card Technology Association of Canada International Innovation Award 2011 for Identity Management.
The customer also developed a video case study and spoke at select industry events, including the Document Security Alliance conference and Security Document World. This allowed us to leverage the customer's own recount of the program's success to drive home important messages around our state-of-the-art credentials and HID's core skills, all of which illustrates our continuous commitment to innovation.
With this level of support, numerous third party endorsements, and many feature articles worldwide, we were able to build a wealth of positive exposure that created an unassailable market position for the program and our technology.
I am looking forward to working with other customers around the world to showcase their program successes utilizing HID Global's government ID products, technologies and services since these case studies and communications programs do more than reinforce HID Global's ability to deliver world-class solutions. By successfully communicating the benefits of these programs and adopting a long-term view, our efforts ultimately offer valuable tools to future customers who are seeking the right solution to address their particular government ID needs.