Table of Contents 6 2012 OVATION Awards Winning Entries

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Media Relations with budget up to $50K Award of Excellence Title of Entry: Tenderflake declares 2011 the year of the pie Entrants: Tracey Bochner, Karen Williams, Kathleen Adams, Jessica Bouchard, Paradigm Public Relations; Cheryl Gill, Krissy Dziewior, Sylvia Sicuso, Maple Leaf Foods Entrant Company: Paradigm Public Relations Award of Excellence Title of Entry: Renter's Insurance 101 Entrants: Michael Abbass, Diane Bellissimo, Liz Christiansen, Falan Hamilton, Jillian Turgeon, Paradigm Public Relations; Natalie Jikerjian, Samson Yuen, Tara Sirinyan, Fiona Hirst, TD Entrant Company: Paradigm Public Relations and TD Award of Excellence Title of Entry: The Climb to Conquer: Destigmatizing mental health in the youth and adolescent community Entrants: Rob McEwan, Caroline De Silva, Kristina Rikunova, Daniel Tisch APR Entrant Company: Argyle Communications Award of Excellence Title of Entry: Building Canada’s Better Vibes‐one good deed at a time Entrants: Julie Rusciolelli, Natalia Smalyuk, Kirsten Walkom and Colin Nekolaichuk; Zulu Alpha Kilo: Zak Mroueh; Media Experts: Mark Sherman Entrant Company: MAVERICK PR View Entry Award of Merit Title of Entry: Cold blast melts away irregular heartbeat ‐ Arctic Front® Media Launch Entrants: Xposure PR and Medtronic of Canada Entrant Company: Nancy White, Stuart Weinberg Award of Merit Title of Entry: TD brings e‐recycling to local communities Entrants: Tracey Bochner, Carolyn Abbass, Sinead Brown, Andrea Hanft, Paradigm Public Relations; Barbara Timmins, Tamar Nersesian, TD Entrant Company: Paradigm Public Relations and TD Award of Merit Title of Entry: Rest Easy: The Launch of Sleep Country Canada Sleep Medicine Labs Entrants: Alison George, Kendra Dubyk, Daniel Tisch APR Entrant Company: Argyle Communications Award of Merit Title of Entry: Franklin Templeton Investment Forum: Capitalize on a Changing World Entrants: Argyle Communications Entrant Company: Daniel Tisch APR, FCPRS, Keith Damsell, Sarah Kingdon, Debra Chan, Leily Shafaee, Sophie Garber, Winnie Kam
Award of Merit Title of Entry: Setting the Pace ‐‐ Advisa MRI Media Launch Entrants: Melicent Lavers‐Sailly, Medtronic of Canada, Jane Wilcox, ABC, Xposure PR, Terance Brouse, Xposure PR Entrant Company: Xposure PR and Medtronic of Canada Award of Merit Title of Entry: Prostate Cancer Canada: Prostate Cancer Awareness Week Entrants: Daniel Tisch APR, Rob McEwan, Caroline De Silva and Anna Campbell Entrant Company: Argyle Communications Award of Merit Title of Entry: G Adventures Career Break Campaign Entrants: Timothy Chan Entrant Company: G Adventures View Entry Award of Merit Title of Entry: The Launch of Grimbergen Beer Entrants: Deborah Weinstein, Michael Shipticki Entrant Company: Strategic Objectives and Carlsberg Canada Award of Merit Title of Entry: TD Summer Reading Club Entrants: TD Bank Group: Megan Hooper; MSL Canada: Martha McKimm, Tuuli Hannula, Mary Attard, Natasha Newell‐Vieira Entrant Company: MSL Canada Award of Merit Title of Entry: Keith’s Green Initiative ‘Show Your Plaid’ Entrants: Edelman Canada Entrant Company: Edelman Canada Award of Merit Title of Entry: UPS Canada’s Peak Season Entrants: Erick Bauer, Ken Evans, Tanya Elliott‐Briden, Dan Ovsey Entrant Company: APEX Public Relations View Entry View Entry View Entry Award of Merit Title of Entry: The Lost Wallet Program Entrants: Shelley Pringle, Kathryn Boothby Entrant Company: Polaris PR Inc. Media Relations with budget greater than $50K up to $100K Award of Excellence Title of Entry: Magnum Ice Cream Bars Canadian Launch
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 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
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
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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
Page 134 and 135:
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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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