Table of Contents 6 2012 OVATION Awards Winning Entries

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OVATION Awards Winning Entry Communication Management Media Relations with budget greater than $100,000 AWARD OF MERIT Entrant’s Name: Nadia Beale Organization’s Name: Indigo Books & Music Inc. and MSL Canada Division/Category: Division 1/Category 4c Title of Entry: Holiday Moments with Indigo – making Indigo the ‘go to’ destination for holiday gifting Time Period of Project: August 1, 2011 – December 31, 2011 (inclusive) Brief Description: As Indigo Books & Music Inc. (Indigo), Canada’s largest bookseller, transitions to being top of mind as an “enrich your life” destination, the importance of positioning Indigo as the one stop destination for books, inspirational gifts, entertaining essentials, and toys has become increasingly important. The Holiday Moments with Indigo campaign was designed to blanket the Canadian media landscape with an array of offerings that would meet the needs of every holiday gift‐giver while reinforcing Indigo’s positioning as the country’s best one‐stop Holiday shop both online and in stores. ____________________________________________________________________________________ 1. Business Need/Opportunity: Christmas is the busiest retail season with retailers from coast‐to‐coast vying for the spotlight in the country’s top print, broadcast and online media. Delivering 35% of the company’s annual revenue, Indigo’s key Holiday business objective was to reinforce its growing position as a one‐stop destination for gifts to touch the heart, mind and soul. As Indigo has begun the transition to become the leading cultural department store, the holidays provided a key opportunity to assert the brand’s revitalized position and showcase Indigo’s breadth and depth of product offerings. A comprehensive media relations program was required to engage Canadian media leaders during this period. Short‐lead, longlead, online publications, and broadcast outlets would be exposed to the new offerings resulting in Indigo and their assortment being featured widely, thus educating Canadian consumers nationally on Indigo’s product evolution. The success of this program would provide Indigo with both short and long‐term benefits, including incremental sales during the holiday period and an opportunity to position Indigo as a premier gift destination and resource for life‐enriching products. 2. Intended Audience(s): The intended audience was the premier gift purchaser in most Canadian households ‐ women aged 35 plus. As Indigo has appeal across the Canadian population, the secondary audience was established as all potential gift givers ‐ men and women over 18 years of age. The aim was to reach these audiences via targeted influential media, primarily by being present in every media vehicle that provided editorial coverage on gifting solutions. The primary goal was to be included in all major gift guides in national daily newspapers, long‐lead magazines and inclusion in broadcast segments and news stories. Online media and lifestyle bloggers were identified as secondary media targets. Indigo’s national footprint demanded inclusion in national print publications and broadcast outlets along with targeted features in key markets including Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Montreal, Ottawa and Halifax.
3. Goals/Objectives: OBJECTIVES 1. Drive awareness of Indigo as the ideal destination over the Holidays for unique and affordable gifts that touch the heart, mind and soul a. A continuation of Indigo’s transformatiointo a cultural department store 2. Highlight Indigo’s Holiday offerings in the key areas of online shopping, kids and toys, specialty gifts and e‐reading while reinforcing Indigo as Canada’s premier book retailer a. Showcase depth and breadth of product offering including books and beyond 3. Emphasize Indigo both online and in‐store as a one‐stop shopping destination, with gifts for all age groups and demographics GOALS Quantitative: 1. 958 articles/posts/broadcast pieces 2. 450 million impressions overall Traditional: 376 million Kid & Toys: 34 million Quebec media: 20 million Short‐lead and Blogger: 20 million Qualitative: 3. MRP Score: 85% Key Metrics Included: Brand mention Photo Multiple product inclusions (showcase depth/breadth) 4. Solution Overview: “Share Two Special Holiday Moments with Indigo” In August, Indigo’s Toronto office and Montreal flagship store were transformed into winter wonderlands. Vignettes around the rooms were designed to reflect Indigo’s new categorization as Canada’s leading cultural department store, featuring a selection of products from across such categories as Kids and Toys, Gift Wrap and Paper, Entertaining, Candy and Chocolate, and Books You’ll Never Forget. Separate preview events were held for long‐lead media, Kids & Toys, Montreal long‐lead, short‐lead media, bloggers and design influencers, tailoring our message to each audience. During the “Holiday Moments” themed product previews media and influencers anticipate trends, receive advanced notice of hot, new products and fuel inspiration for Holiday stories and gift guides. Indigo was positioned as the source for a positive Holiday shopping experience and unique, thoughtful gifts. It also presented MSL Canada with the opportunity to gain insight into short‐lead media’s interests and thought process for stories during the upcoming Holiday season to best mesh their and Indigo’s needs.
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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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generate widespread awareness of th
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In addition to pre‐campaign consu
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OVATION Awards Winning Entry Commun
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• Volunteer Quiz (What’s your V
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even a one‐day delay in the appro
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Page 58 and 59: stations). UPS wanted to reach both
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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
Page 68 and 69: Issued four press releases at key i
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Page 76 and 77: INTENDED AUDIENCE/STAKEHOLDERS The
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Page 82 and 83: In Quebec, a lack of education exis
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Page 128 and 129: IMPLEMENTATION AND CHALLENGES The o
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Page 136 and 137: d) Being She: The Culture of Women
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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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