Table of Contents 6 2012 OVATION Awards Winning Entries

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• CEO Road Tour: TFC secured 26 meetings for the CEO or DCEO, which resulted in 58 pieces of coverage. • We Make Voting Easy Media Briefing: 35 pieces of coverage from media outlets in 11 different communities in the province. One news station, CP24, had live coverage from the briefing and repeated clips throughout the day. As further evidence of meeting this objective, by October 1, 2011, (5 days before election day) 624,958 electors had voted through an advanced voting option (advanced polls, Special ballot or home visit) representing a 38% increase in the number of voters who voted at an advanced poll compared to the 2007 election (451,949 votes). Improve the overall tone of coverage about Elections Ontario as compared to coverage in 2007 (all negative): • Tone score greater than 50% positive or balanced. • 83% positive or balanced. Exceeded goal by 33%
OVATION Awards Winning Entry Communication Management Media Relations with budget greater than $100,000 AWARD OF MERIT Entrant’s Name: Nicole Grant, Account Manager, North Strategic (for Canadian Tire) Organization’s Name: Canadian Tire Corporation and North Strategic (agency) Division/Category: Division 1 ‐ Communication Management (4c: Media Relations with budget greater than $100k) Title of Entry: Bring it on: Canadian Tire’s Winter Driving Preparation Campaign Time Period of Project: September 1, 2011 – December 31, 2011 Brief Description: Canadian Tire created a comprehensive media relations campaign to raise awareness around the importance of full vehicle preparation for winter driving, and position Canadian Tire as the automotive authority to help Canadians stay safe on roads this winter. Built on Canadian survey data highlighting winter driving misconceptions, Canadian Tire Roadside Assistance data showcasing emergency correlations to severe cold weather, on‐ice winter tire arena media demonstrations, community hero winter vehicle makeovers and a proactive winter weather expert‐on‐call strategy, the campaign generated over 82 million impressions and successfully increased share‐of‐mind and awareness around Canadian Tire automotive parts and accessories versus primary competition. 1. Business Need / Opportunity With a broad range of products – from winter tires to snowbrushes, batteries, wiper blades and more ‐ and automotive service capabilities, Canadian Tire is uniquely positioned to be the destination for winter driving preparation in Canada. With a number of retail competitors aggressively pursuing the automotive category and widespread misconceptions, Canadian Tire needed to be positioned as the authority and expert source on winter driving preparation. Each year, a startling number of Canadian drivers head into the winter driving season unprepared. The majority of cars on the road in Canada do not switch to winter tires during the winter, despite the fact that safety is a major concern. In a recent study, Aviva Insurance noted a 38% increase in Canadian auto collision claims during winter months; and according to the Quebec Ministry of Transport, prior to mandatory tire legislation in Quebec, 10% of vehicles without winter tires were involved in 38% of the seasonal accidents. A number of deep rooted winter driving misconceptions could still be found across the country: Many drivers still believed that all‐season tires are a true four season solution for driving in Canada Lack of awareness that winter tires should be installed when temperatures drop consistently below 7 degrees Celsius Belief that two winter tires instead of all four will suffice Myth that adjusting driving habits can provide enough safety benefit to negate a need for winter tires Misconception that urban and city drivers do not need winter‐rated tires And many more Winter tire purchases can be an overwhelming process, complicated by the difficulty in assessing which are the best to suit driver’s needs and how to determine which models will be the right fit for their vehicle; a relatively new winter‐rated tire category, ‘all‐weather tires’, have further added to the confusion.
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Table of Contents 4. A Message from
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A Message from the IABC/Toronto Pre
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2012 OVATION Awards Gala Sponsors W
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Media Relations with budget up to $
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Entrants: Judy Lewis, Tara McCarthy
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Award of Merit Title of Entry: McDo
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Award of Merit Title of Entry: Rimm
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Award of Merit Title of Entrant: Ci
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Award of Merit Title of Entry: RECO
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Award of Excellence Title of Entry:
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over fifty years of successes as a
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5. Use social media as a conduit fo
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hosting a variety of fundraising ev
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“The world recognizes the Nike lo
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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
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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
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Page 76 and 77: INTENDED AUDIENCE/STAKEHOLDERS The
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Page 92 and 93: Indigo’s public relations team pr
Page 96 and 97: durability. Because cork flooring o
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Page 104 and 105: In August 2010, Valerie Pringle tra
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OVATION Awards Winning Entry Commun
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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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