Table of Contents 6 2012 OVATION Awards Winning Entries

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A Message from the IABC/Toronto President As new communications channels continue to appear and develop, communicators are required to work harder to deliver concise messages to audiences and make them stand out. This year’s OVATION Awards theme “Show Your Colours!” reflects the challenge we face as communicators to be heard in a crowded media landscape. In a record‐breaking year for OVATION award submissions, these winners being recognized tonight delivered outstanding communication programs which met this challenge head‐on with strategic and innovative thinking. Each winning entry demonstrated to the judges the unique challenge of the project, the team’s meticulous thought process and the creativity of their solutions. Of course, this program would not be possible without all of the hard work of numerous volunteers. A huge debt of gratitude is due to the IABC/Toronto members who have spent hundreds of hours to put on the OVATION program, especially Katie O’Dell, VP of Awards and Cyrus Mavalwala ABC, VP of Accreditation & Standards. Katie has been leading a large team of volunteers since September to ensure the program’s success. Cyrus organized a team of senior communication professionals who offered their weekends and evenings to carefully review and judge the entries. The efforts of all of these volunteers continue to strengthen and enrich the program. We also owe a big thank you to our sponsors: News Canada, The Canadian Press Images, CNW Group, Cision, and Fusion Design Group Inc. Your contributions and support are sincerely appreciated. On behalf of IABC/Toronto, I congratulate all the 2012 OVATION Award winners. We will all be cheering you on tonight as you Show Your Colours! Trell Huether President, IABC/Toronto
A Message from the OVATIONS Awards Organizers The IABC/Toronto OVATION Awards recognize the high standard of excellence found in the Greater Toronto Area communications community. Each year we are amazed by the creativity and professionalism demonstrated by the entries. This year’s theme – Show Your Colours! – is reflective of some of the outstanding talent we’ve seen. Tonight, we celebrate OVATION Award winners, the Bobbie Resnick Philanthropy Award winner and the Student of the Year Award winner. We also celebrate the success of IABC/Toronto, the world’s largest IABC chapter. We can say with great confidence that the work being honoured tonight not only celebrates the best in our local area, but some of the finest creative communications in the world. This year, we saw a record number of OVATION entries. It is with sincere gratitude that we acknowledge all of the entrants, judges, advisors, sponsors and volunteers who were involved with the 2012 IABC/Toronto OVATION Awards. We would especially like to thank our judges who spent countless hours poring over this year’s submissions, as well as Daniella Girgenti, Karen Madho and Sacha Vaz for all their help on the ground. We also owe thanks to an amazing team of Awards volunteers led by directors Kate Blackwell, Sheena Campbell, Suzanna Cohen, ABC, Aarathi Edward, Beverly Fairclough, Katherine Kolenchuk, Steven Mills, Jill Noble, Juliet Paul‐Kamanu and Elizabeth Pek. Your creativity, enthusiasm and hard work have gone a long way to make the entire OVATION Awards program a success. We’d also like to extend our gratitude to this year’s sponsors for their support: NewsCanada, The Canadian Press Images, CNW Group, Cision and Fusion Design Group. We invite you to sit back, raise your glass, and laugh at the comedic antics of Second City’s Lee Smart in celebration of the 2012 IABC/Toronto OVATION Awards. Cyrus Mavalwala, ABC Katie O’Dell VP, Accreditation & Standards, IABC/Toronto VP, Awards, IABC/Toronto
Page 2 and 3: Table of Contents 4. A Message from
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 48 and 49: To resonate with the target audienc
Page 52 and 53: 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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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
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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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