Table of Contents 6 2012 OVATION Awards Winning Entries

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OVATION Awards Winning Entry Communication Management Special Events with budget up to $50,000 AWARD OF MERIT Entrant’s Name: Anna Relyea Organization: Ontario Science Centre Division/Category: Division 1, Communication Management | Category 6a Special Events Title of Entry: Whales|Tohorā Exhibition Ceremonial Launch Time Period: September 2010 – April 2011 Description: For the special media and VIP preview of the new temporary exhibition, Whales|Tohorā, the Ontario Science Centre staged a unique ceremony that included a special blessing by the Kaumātua (Māori Elders). The artifacts on display at the exhibition cannot travel without the permission of the elders and the blessing was followed by ancient Māori traditions. 1. BUSINESS NEED/OPPORTUNITY The Ontario Science Centre is one of Canada’s most visited attractions. For the past 40 years, it has been daring visitors to ask ‘why’, seek answers and secure knowledge through engaging and thoughtprovoking experiences in science and technology. The Science Centre faces an ongoing challenge to deliver experiences that engage, thrill and touch the hearts and minds of visitors. To address this situation, the Science Centre must continuously present new and innovative activities and exhibitions in a way that breaks through the clutter of Toronto’s many cultural attractions, to capture media attention that will result in positive and branded coverage. The Science Centre identified a unique opportunity to pique imaginations and stir curiosity with an exceptionally poignant opening ceremony for one of its newest exhibitions, Whales/Tohorā. This exhibition brings the world of whales to life through a blend of science and storytelling and draws on one of the largest whale collections in the world from the Museum of New Zealand Te Papa Tongarewa’s whale collection. Whales|Tohorā is a highly interactive exhibition that provides visitors with a memorable experience. It presents a rich assortment of artifacts including skeletons up to 18 metres long, fossils, models and specimens from whale species. Beautiful taonga (cultural treasures) made from highly‐prized whale bone and teeth are also featured in the exhibition and give evidence of the revered status of these animals. The Māori, New Zealand’s indigenous population, are the guardians of the whales and whale artifacts. Te Papa always seeks permission from all tribes who have associations with the objects to get their support for taking them on tour. During the dawn ceremony, the Māori Elders acknowledge the relationship of the iwi (tribes) who have supported the exhibition and offer prayers for guardianship. The Māori Elders join with the local First Nations representatives in this blessing.
On November 3, 2010, media, select guests and key influencers were invited by the Science Centre to attend a traditional Māori dawn ceremony led by Elders from New Zealand. Chief Bryan LaForme from the Mississaugas of the New Credit First Nation, Felicity Buchanan, New Zealand Deputy High Commissioner, Michelle Hippolite, Kaihautu (co‐leader), Museum of New Zealand Te Papa Tongarewa and Lesley Lewis, CEO, Ontario Science Centre were on‐site to take part in and contribute to the ceremony and blessing. Special guests from Toronto’s New Zealand community were invited to participate in this celebration of their culture. Mark Cohon, Chair of the Board of Trustees of the Ontario Science Centre, Laura Albanese, MPP and Parliamentary Assistant to the Ministry of Culture also participated. In keeping with the tradition of the blessing of the exhibition, we needed to re‐create a symbolic handover of the exhibition and its artifacts from the Māori people to the Chief of the Mississaugas of the New Credit First Nation, in essence, a coming together of two cultures. To create a dignified atmosphere, the communications team directed the Canadian representatives to enter the Science Centre at the back of the building and wait just outside of the exhibition hall to greet the New Zealand delegation. The New Zealand guests entered through the front of the building and were led down through the Science Centre to meet Chief LaForme and the Canadian delegation. This served two purposes. First, it enabled us to create an atmosphere of anticipation and welcome. Second, the procession from the front of the Science Centre, down into the exhibition hall afforded enough time for the Kaumātua to prepare themselves spiritually for the blessing and the ceremony that was about to take place. Once the New Zealanders arrived in the exhibition hall, they were greeted by the Canadian delegation and the formal rituals began. In all, over 150 people representing Canada and New Zealand participated. To underline the significance of Māori traditions relating to whales, the Elders and Chief LaForme then led the participants into the exhibition, passing under a reproduction of a Māori wharenui (meeting house). The Elders were clothed in traditional cloaks – helping to further illustrate the strong spiritual and traditional ties the Māori have with whales and whale artifacts. As the group made its way through the exhibition, prayers and blessings were recited – this infused the importance of the tradition and the significance of the entire ceremony into the atmosphere, creating a serene mood. Singing plays an important role in Māori culture. In respect of that tradition, a hymn (Morning Has Broken) was sung by a Science Centre host to end the ritual. The presentation was concluded with speeches and, most noteworthy, hongi (pressing of noses), between the Elders and Chief LaForme and other special guests. The hongi is a customary Māori greeting in New Zealand, comparable to a formal handshake in Western culture. It is performed at major ceremonies and helps set the tone for a positive encounter. Through the exchange of this special greeting, one is no longer deemed a visitor, but rather one of the people of the land. Following the formal remarks, the entire proceedings were brought to a close with the sharing of a meal, Parakuihi, in this case a breakfast of fresh fruit, pastries and pikelets, a traditional New Zealand pancake. By partaking in this informal process, the sacredness of the morning was concluded. Guests were then treated to a performance by the Mississaugas of the New Credit Manitou Singers.
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Table of Contents 4. A Message from
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A Message from the IABC/Toronto Pre
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2012 OVATION Awards Gala Sponsors W
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Media Relations with budget up to $
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Entrants: Judy Lewis, Tara McCarthy
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Award of Merit Title of Entry: McDo
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Award of Merit Title of Entry: Rimm
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Award of Merit Title of Entrant: Ci
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Award of Merit Title of Entry: RECO
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Award of Excellence Title of Entry:
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over fifty years of successes as a
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5. Use social media as a conduit fo
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hosting a variety of fundraising ev
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“The world recognizes the Nike lo
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generate widespread awareness of th
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In addition to pre‐campaign consu
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OVATION Awards Winning Entry Commun
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• Volunteer Quiz (What’s your V
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even a one‐day delay in the appro
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Measurement/Evaluation of Outcomes
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Complicating the situation was the
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Develop a comprehensive news packag
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To resonate with the target audienc
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Implementation: MSL Canada executed
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generally about current events and
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and consumer attention in an authen
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stations). UPS wanted to reach both
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leading up to UPS’s peak day ‐
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3. Goals and Objectives: The progra
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See: Work Sample 8 ‐ SBUX40 ‐ O
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would influence the target, tone an
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Issued four press releases at key i
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For the media relations component o
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Excited by fashions and news trends
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produced and printed in‐house at
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features available and to embrace t
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not impact the budget, members of t
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o Incorporate a user‐friendly con
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Sun Life and High Road partnered to
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3. Deepen engagement with potential
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Secondary Audience: MaRS partner an
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Objective 5: Quantitative objective
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In addition, in 2011, Barrick faced
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o Barrick Tanzania/Zambia 6,700 o B
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We include special inserts in selec
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success stories in Issue 1 alone)
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• People‐oriented vs. regulatio
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It was determined that given other
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udget allocated to YouTube promotio
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But most importantly, we surpassed
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Specific demographics can be drille
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• Oakville hosted first‐ever Na
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Through extensive consultation with
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RESULTS October 2011 officially mar
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years. He is a former president of
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The Executive Roundtable, a profess
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with Holocaust Education Week. Tova
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uilding and leading global teams ac
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Judy Lewis Co‐Founder and Executi
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and is now a freelance writer and e
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Daniel Tisch, APR President and CEO
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2011/2012 IABC/Toronto Board of Dir
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Steven Mills Senior Relationship Ma
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Table of Contents 6 2012 OVATION Awards Winning Entries

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