Table of Contents 6 2012 OVATION Awards Winning Entries

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Award of Merit Title of Entry: McDonald's Canada McHappy Day 2011 Program Entrants: Chris Davies, Stephanie Sorensen, Jason Patuano, Chris Stannell, Louis Payette, Karin Campbell, McDonald's Restaurants of Canada Ltd.; Adam Wall, Andrea Dart, Valerie Mendonca, Julie Owen, Jackie Elliott, Yolonda Abrahams, Janelle Gomes, Margaret Poole, GolinHarris Canada Entrant Company: McDonald’s Restaurants of Canada Ltd. & GolinHarris Canada Award of Merit Title of Entry: Allstate Canada 2011 Media Relations Program Entrants: Jo Langham, ABC; Terry Fallis; Jennifer Gordon; Jennifer Fox; Diane Bégin, APR; Katie Charbonneau and Andrea Smith (Thornley Fallis Communications); Karyn Toon, Karen Benner and Kevin Wilson (Allstate Insurance Company of Canada) Entrant Company: Thornley Fallis Communications and Allstate Insurance Company of Canada Award of Merit Title of Entry: Holiday Moments with Indigo Entrants: Indigo Books & Music: Janet Eger, Lisa Huie, Jason Ip MSL Canada: Martha McKimm, Nadia Beale, Katie Noble, Mary Attard, Joshua Zarobiak Entrant Company: MSL Canada Award of Merit Title of Entry: APCOR 'Real Cork Floors' Campaign Entrants: Martine Lévy, Keka DasGupta, Sharon Hayward, James Loftus, Erin Bodley Entrant Company: DDB Public Relations View Entry View Entry View Entry Marketing Communications Programs that include integrated strategies aimed at marketing products and/or services to an external audience. Examples include: campaigns that incorporate marketing, communications, social media and media relations. 5a Marketing Communications with budget up to $50K 5b Marketing Communications with budget greater than $50K up to $100K 5c Marketing Communications with budget greater than $100K Marketing Communications with budget greater than $50K up to $100K Award of Merit Title of Entry: Introducing Apothic Red Entrants: Paula Oreskovich, Liz Luzza, Michele Enhaynes, Brittany Siddall, Matt Juniper Entrant Company: PRAXIS Award of Merit Title of Entry: Future Shop Back to School Entrants: Stephanie Nadalin, Nina Kalos, Tonisha Bath, Amber Murphy Entrant Company: Citizen Optimum
Marketing Communications with budget greater than $100K Award of Excellence Title of Entry: APCOR 'Real Cork Floors' Campaign Entrants: Martine Lévy, Keka DasGupta, Sharon Hayward, James Loftus, Erin Bodley Entrant Company: DDB Public Relations View Entry Award of Merit Title of Entry: ‘Let the Saving Begin' Entrants: Jeff Marshal, VP Marketing and Brand Management, Scotiabank Krista Vriend, Director, View Entry Marketing Strategy & Planning, Scotiabank David Rosenberg, Chief Creative Officer, Bensimon Byrne Sandi Truffen, VP Group Account Director, Bensimon Byrne Lindsay Mattick Davidson, Director of Public Relations and Lead Creative Strategist, Narrative Tricia Soltys, Account Director, Narrative Entrant Company: Narrative Award of Merit Title of Entry: Canadians are nuts for peanuts! Entrants: Alison George, Kyla Best, Mackenzie Keller, Janet Grdovich, Taryn Wismer, Misty Meeks, Daniel Tisch APR Entrant Company: Argyle Communications Special Events Any event marking a significant occasion that supports the goals of the organization, including entries developed and implemented using major events as the pivotal communications tool. Examples include: large fundraisers, cause‐related marketing events, an anniversary, official opening, product launch, road show, conference, customer event, employee appreciation event and large marketing‐driven sponsorships. 6a Special events with budget up to $50K 6b Special events with budget greater than $50K up to $100K 6c Special events with budget greater than $100K Special Events with budget up to $50K Award of Excellence Title of Entry: Official Opening of Mississauga Celebration Square Entrants: Sandra Desrochers, Mary Tomasi, Ivana Di Millo, Sonja Banic, Ben De Santis Entrant Company: City of Mississauga View Entry Award of Excellence Title of Entry: YWCA Facility gets a Makeover care of Jergens Overnight Fix Nightly Restoring Moisturizer Entrants: Erin Hardy, Catherine Mitchell, Elyn Kirby Arscott, Dayna Pollard View Entry Entrant Company: APEX Public Relations Inc. Award of Merit Title of Entry: Docs on Ice Entrants: Angela Sugden‐Praysner, Anna Larson,ABC, Al Navikevicius, Dr. David Palmer and the Doctors' Hockey Club, Trevor Clark and the Alzheimer Society of Hamilton, Halton Entrant Company: Halton Region View Entry
Page 2 and 3: Table of Contents 4. A Message from
Page 4 and 5: A Message from the IABC/Toronto Pre
Page 6 and 7: 2012 OVATION Awards Gala Sponsors W
Page 8 and 9: Media Relations with budget up to $
Page 10 and 11: Entrants: Judy Lewis, Tara McCarthy
Page 14 and 15: Award of Merit Title of Entry: Rimm
Page 16 and 17: Award of Merit Title of Entrant: Ci
Page 18 and 19: Award of Merit Title of Entry: RECO
Page 20 and 21: Award of Excellence Title of Entry:
Page 22 and 23: over fifty years of successes as a
Page 24 and 25: 5. Use social media as a conduit fo
Page 26 and 27: hosting a variety of fundraising ev
Page 28 and 29: “The world recognizes the Nike lo
Page 30 and 31: generate widespread awareness of th
Page 32 and 33: In addition to pre‐campaign consu
Page 34 and 35: OVATION Awards Winning Entry Commun
Page 36 and 37: • Volunteer Quiz (What’s your V
Page 38 and 39: even a one‐day delay in the appro
Page 40 and 41: Measurement/Evaluation of Outcomes
Page 42 and 43: Complicating the situation was the
Page 44 and 45: Develop a comprehensive news packag
Page 48 and 49: To resonate with the target audienc
Page 52 and 53: Implementation: MSL Canada executed
Page 54 and 55: generally about current events and
Page 56 and 57: and consumer attention in an authen
Page 58 and 59: stations). UPS wanted to reach both
Page 60 and 61: leading up to UPS’s peak day ‐
Page 62 and 63:
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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5. Implementation and Challenges: W
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INTENDED AUDIENCE/STAKEHOLDERS The
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TFC identified key major English pr
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• CEO Road Tour: TFC secured 26 m
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In Quebec, a lack of education exis
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According to a recent survey commis
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• Car owners, homeowners and rent
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know that they were covered by thei
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OVATION Awards Winning Entry Commun
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Indigo’s public relations team pr
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durability. Because cork flooring o
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offers both infinite design possibi
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In August 2010, Valerie Pringle tra
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Council Meetings and social media a
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Measurement/Evaluation We relied he
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lieu of a conventional media launch
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secured notable interior design exp
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Challenges Budget The budget presen
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practicing in Halton, Ontario and a
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4. Use website and social media to
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The occasion offered attendees the
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IMPLEMENTATION AND CHALLENGES The o
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too Sexy,” further driving traffi
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d) Being She: The Culture of Women
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two additional WCH events in the la
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esult would be necessary to become
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oyalty‐free stock art. The centra
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Solutions Overview: In 2005, Meridi
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ensure new employees were not inund
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very busy jobs that make taking tim
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Challenges: The guest presenters ar
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Additionally, FH recommended that t
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Company/Brand Mention: 100 percent;
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Goals/Objectives To bring environme
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Implementation and Challenges As a
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these issues: phasing out coal, hig
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exposure. 7 Data released by the On
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1. Educate adult target audiences i
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Budget Resource Quantity/Effort/Cos
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Ontario are facing the same crisis
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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
Page 232 and 233:
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
Page 240 and 241:
Steven Mills Senior Relationship Ma
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Table of Contents 6 2012 OVATION Awards Winning Entries

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