Table of Contents 6 2012 OVATION Awards Winning Entries

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To resonate with the target audiences, we selected Jeff Jung, founder of CareerBreakSecrets.com and host of the Career Break Travel Show, as our spokesperson. Extensive media training rooted in key messaging allowed Jeff to effectively bring the story to life. We positioned him as the career break expert – a refugee of the corporate marketing world who escaped the rat race. On a cross‐country media tour, Jeff addressed the top culprits for travel anxiety identified in the poll, shared his successful sabbatical secrets, and promoted G Adventures. His endorsement added credibility to the story. Implementation and Challenges National Survey (WS#1) We polled Canadians in May on their work/life balance and attitudes towards career breaks. The results supported and formed the foundation of our story, and created a “harder” news angle that attracted media. Media Kit (WS#2) Our media kit included key materials for media to create their own stories: news release, biography, photography, and b‐roll. National Media Relations (WS#3) We developed a highly targeted list of key media our target demo consume. Proactive media relations was conducted nationwide in July to secure one‐on‐one interviews with our spokesperson. Spokesperson Media Tour Spokesperson Jeff Jung was media trained and positioned as a credible expert on career break travel. He toured Toronto, Edmonton, Calgary and Vancouver in late August/early September, shared his successful sabbatical secrets, addressed worries related to career break travel, positioned G Adventures as a solution to travel concerns, and encouraged audiences to visit DitchTheCubicle.ca for more information. Jung gave our brand a relatable and persuasive face, brought the story to life, and delivered our key messages. Video Series (WS#4 – URL included in online submission) G Adventures developed, filmed and edited a 10‐part video series. Set in the colourful backdrop of India, the videos featured Jeff’s travel tips and tricks. Website (WS#5 – URL included in online submission) A website – DitchTheCubicle.ca – was created to host the career break series and additional resources, tips and information, with a link to the G Adventures homepage. Budget: A budget of $30,000 covered: spokesperson fee, three‐city media tour, survey, PR salary, trip to India, monitoring tools and website.
Challenges A lean and carefully managed budget of $30,000 that needed to cover the costs of a variety of initiatives Limited manpower – a one‐man team was responsible for strategy development, execution and evaluation A saturated and highly competitive marketplace driven by acquisitions and sales Limited retail presence; two concept stores in Canada Safety concerns associated with adventure travel Travel is an intangible product and as a tour operator, we’re not promoting a destination; we’re selling an experience, a lifestyle Need to develop new news and reinvent ourselves as a 21‐year‐old company to maintain relevance with media Measurement/Evaluation Measurable results for the media relations program exceeded our most optimistic expectations: Broke through the travel clutter, put an end to the media drought, and generated widespread, brand‐building, positive, national media coverage (WS#6) Effectively positioned G Adventures as a solution to common travel concerns: safety, loneliness and budget Coverage ran from late August onwards Achieved an audience reach exceeding 46 million versus 7.5 million Secured 173 stories versus 20 stories (WS#7) Achieved a MRRP score of 103.93% versus 75% Achieved a cost per contact of $0.0006 Generated broadcast coverage – a first for G Adventures o 80 minutes of TV coverage versus 10 (WS#8 & #9 – URLs included in online submission) o 204 minutes of radio coverage versus 10 (WS#10) During the media tour, DitchTheCubicle.ca received more than 480 visitors and continues to enjoy visitors today In addition to travel columns, coverage was secured in the following sections: lifestyle, general news, business, careers/jobs/work and health
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
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 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
Page 64 and 65: See: Work Sample 8 ‐ SBUX40 ‐ O
Page 66 and 67: would influence the target, tone an
Page 68 and 69: Issued four press releases at key i
Page 70 and 71: For the media relations component o
Page 72 and 73: Excited by fashions and news trends
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
Page 82 and 83: In Quebec, a lack of education exis
Page 84 and 85: According to a recent survey commis
Page 86 and 87: • Car owners, homeowners and rent
Page 88 and 89: know that they were covered by thei
Page 92 and 93: Indigo’s public relations team pr
Page 96 and 97: 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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