Table of Contents 6 2012 OVATION Awards Winning Entries

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OVATION Awards Winning Entry Communication Management Media Relations with budget up to $50,000 AWARD OF MERIT Entrant’s Name: Timothy Chan Organization’s Name: G Adventures (formerly Gap Adventures) Division: 1) Communication Management Subcategory: 4a) Media Relations with budget up to $50K Title of Entry: G Adventures Career Break Campaign Time Period of Project: February – September 2011 Brief Description: The Career Break campaign helped G Adventures break through the travel clutter and put an end to the media drought the tour operator was experiencing. It generated mass awareness and positive, brand‐building media coverage across Canada. Business Need/Opportunity G Adventures, formerly Gap Adventures, is a Canadian‐based adventure travel tour operator, offering a wide selection of small‐group trips in more than 100 countries, to over 100,000 travellers annually. During its early years, the 21‐year‐old company enjoyed a considerable amount of media attention and generated substantial brand awareness as a recognized adventure travel leader. However, while G Adventures continued to carry a positive reputation with target consumers and key stakeholders, in recent years, in a heavily saturated and competitive market, the tour operator lost its media share of voice and strong position in the media landscape. Presence in the media was generally limited to mere mentions in travel roundups. Further, G Adventures had yet to proactively secure radio or TV coverage in its 21‐year history. A new and relevant story was required to break through the travel clutter and put an end to the media drought. G Adventures conceived a dynamic media relations program to generate national, brand‐building, positive media coverage. Moreover, the strategy created an opportunity to secure coverage outside traditional travel columns and trade publications to ultimately connect with new audiences that consume mainstream media. This was the first time G Adventures had invested this great amount of resources behind a PR‐driven initiative. Research formed the foundation to the strategy and revealed: G Adventures offers a unique “product”, often described by its travellers as “life‐changing” According to a Harris/Decima poll conducted as part of the program and discussions with colleagues and peers, Canadians lack work/life balance and want to take career breaks Labour Day was created to promote work/life balance More employers now offer sabbatical programs, demonstrating a growing interest in career breaks Limited discussion of career breaks in the media; especially in current economic climate No tour operator owned the topic of travel in the sabbatical conversation in the media, creating an opportunity for G Adventures to be the authority
Jeff Jung, founder of CareerBreakSecrets.com would be an ideal spokesperson to bring the sabbatical story to life Intended Audiences Key consumer target – Canadians considering a career break but have the following travel concerns: safety, loneliness and budget Travel media General mainstream media – lifestyle, career, business and general news Goals/Objectives Break through the travel clutter, put an end to the media drought and build mass awareness of G Adventures Position G Adventures as a solution to common travel concerns: safety, loneliness and budget Achieve an audience reach of 7.5 million Generate national media coverage and secure a minimum of 20 stories from late August onwards Achieve a MRRP score of at least 75% o MRRP Criteria Brand inclusion Key message inclusion Survey inclusion Spokersperson inclusion Exclusivity BONUS: image/b‐roll inclusion Achieve a cost per contact of $0.05 Generate broadcast coverage – a first for G Adventures o 10 minutes of TV coverage o 10 minutes of radio coverage Drive traffic to DitchTheCubicle.ca – a website created to host blog posts and videos on career break travel tips Secure coverage beyond traditional travel sections – lifestyle and general news Solution Overview G Adventures developed a strategy featuring a controversial story around the concept of career breaks – a period of time off from work for travel and personal development. A media audit confirmed a lack of ownership of the limited career break dialogue by any tour operator. Furthermore, a sabbatical story would create a “door opener” to discuss G Adventures with media. A Harris/Decima survey was developed and executed to identify and confirm Canadians’ attitudes towards work/life balance and desire to take career breaks. The survey also revealed the top culprits for travel anxiety – safety, loneliness and budget, followed by the fear of getting lost, culture shock and the unknown. We promoted the idea of easing into first time, international or long‐term travel with an organized tour and positioned G Adventures as the solution to the concerns. Moreover, we discussed the similarities between the type of travel G Adventures offers and the type of experiences career breakers look for. To increase timeliness and relevance, we released our story to coincide with Labour Day – a holiday instituted to promote work/life balance.
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 12 and 13: Award of Merit Title of Entry: McDo
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
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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
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Page 62 and 63: 3. Goals and Objectives: The progra
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Page 66 and 67: would influence the target, tone an
Page 68 and 69: Issued four press releases at key i
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Page 74 and 75: 5. Implementation and Challenges: W
Page 76 and 77: INTENDED AUDIENCE/STAKEHOLDERS The
Page 78 and 79: TFC identified key major English pr
Page 80 and 81: • CEO Road Tour: TFC secured 26 m
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durability. Because cork flooring o
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OVATION Awards Winning Entry Commun
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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
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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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