Table of Contents 6 2012 OVATION Awards Winning Entries

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Implementation: MSL Canada executed the program on time and on budget. A detailed critical path and weekly conference call ensured agency/client alignment. Short‐lead media, online and blogger outreach was executed from mid‐June through August 2011. Budget: Program budget was $30,000. Weekly budget reviews guaranteed that fees and expenses were tracked in near‐real time, allowing MSL Canada to ensure that the program was tracking well to budget parameters. Focusing on individual media relationships among the MSL Canada team ensured program success. Challenges: Media are becoming harder and harder to penetrate. And given the richness of the story, and strong summer thematic, MSL recommended a creative media drop to cut through the clutter. This was the first time this had been done for the TD Summer Reading Club – and the results speak for themselves. Measurement/Evaluation Goal Result Goal #1: 21,051,000 million media impressions Meet or exceed 8 million media impressions, and 245 media placements with 263% to goal Coverage landed in all targeted media spaces including national and regional newspapers, online media outlets, mom blogs and community papers Goal #2: Increase program participation by 5% In 2011, program participation by children was 576,784, up 6.2% from 2010 levels. Goal #3: Obtain quality coverage in key Canadian media outlets Media coverage secured was of a high quality, with superior photography, strong branding for the TD Summer Reading Program (100% of coverage included TDSRC branding) resulting in a MRP Quality Scores of 57%
OVATION Awards Winning Entry Communication Management Media Relations with budget up to $50,000 AWARD OF MERIT Entrant’s Name: Ashley Audrain, Edelman Canada, Project Lead Organization Name: Edelman Canada Title: Keith’s Green Initiative ‘Show Your Plaid’ Division and Category: Division 1: Communication Management Category 4a: Media Relations with budget up to $50,000 Client Name: Alexander Keith’s – Labatt Breweries of Canada Timeframe: April 2011 Brief Description: In April 2011, Alexander Keith’s launched a program to help consumers give back to their community during Earth Month and go green by giving them the chance to win up to $1,000 to donate to one of four deserving eco‐charities. To cut through the clutter of Earth Month and generate media coverage, Edelman developed the ‘Show Your Plaid’ program by issuing a challenge to media across the country to wear the Keith’s kilt on‐air – a symbol of the brand and its Scottish heritage. Business Need/Opportunity Labatt Breweries of Canada’s Better World program strikes a balance between generating great business results and managing environmental and social responsibilities that contribute to public good and quality of life. The aim of Better World is to add value to the people, communities, and places where Labatt does business, and positively impact the world around them. As part of Better World, Labatt works with its brands to identify opportunities to tie in Better World initiatives to brand programming. The Keith's Green Initiative was the outcome of consumer research from the Cambridge Group that found Keith’s drinkers cared more about the environment than other beer consumers. With this in mind, the brand launched the Keith’s Green Initiative, a promotion to help consumers give back to their community during Earth Month by giving them the chance to win up to $1,000 to donate to one of four deserving eco‐charities of their choice including Waterkeepers Canada, Nature Canada, the NSLC Adopt‐A‐Stream or Trees Ontario (and its national partners across the country). Consumers were able to participate by entering PIN numbers found on specially‐marked packs onto Facebook or by becoming a Keith’s Facebook fan and sharing the Keith’s Green Initiative with friends on Facebook. Edelman was the sole discipline engaged to develop a media relations program that piqued media interest and directly involved media in the program in a fun and compelling way. It was critical that the program broke through the clutter during Earth Month – a time when several brands are competing to communicate green messaging. Additionally, the highly promotional nature of the program required a news hook that would stand out. Intended Audience Edelman focused on reaching out to news, lifestyle and sports media as a way to communicate the ‘Show Your Plaid’ challenge to the target audience. Alexander Keith’s consumer profile is referred to as ‘Matt,’ a young male, in his mid to late 20’s who is very social, prioritizes his friends and prefers to drink Canadian beer. Knowing that ‘Matt’ cares more for the environment than other drinkers – and cares
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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
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Page 22 and 23: over fifty years of successes as a
Page 24 and 25: 5. Use social media as a conduit fo
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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 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
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Page 62 and 63: 3. Goals and Objectives: The progra
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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
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OVATION Awards Winning Entry Commun
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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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