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NATIONAL Earns High Praise at the 2015 CPRS Toronto ACE Awards

Posted Friday, May 22, 2015

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    Big win for the Kiss IPF Goodbye team!

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    Joanna Wilson and Natasha Bailey celebrate their award for Pfizer's Quit to List campaign!

  • IMG-ACE-2015-Ford

    And the Silver Award for Brand Development Campaign of the Year goes to... Ford Mustang 50th Anniversary!

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    Team NATIONAL!

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    NATIONAL's Mark Sears Gamache and Sarah Coombs

Wednesday night, NATIONAL’s outstanding work received high praises at the Canadian Public Relations Society (CPRS) Toronto ACE Awards Gala, which recognizes communications excellence, creativity, innovation and outstanding results in Toronto’s public relations community.

More precisely, NATIONAL won one Silver and two Bronze awards for the following campaigns:


Ford Mustang 50th anniversary – Brand Development Campaign of the Year – Silver Award 

In 2014, NATIONAL helped Ford launch the new 2015 Mustang, which marked the 50th anniversary of the iconic Pony Car. This important milestone allowed Ford the opportunity to go beyond speaking to loyal Mustang fans and reach a new audience segment. By telling a more universal story and celebrating the car and its overall importance in popular culture, the more-than 12-month campaign showcased Ford as more than just a car and truck company. Media and consumers were exposed to a variety of narratives – including a Mustang-inspired Fashion collection – and a combination of virtual and in-vehicle experiences all telling the unique story of one of the world’s most iconic automobiles.

Led by the Toronto Consumer Marketing Practice, the cross-Canada campaign involved collaboration and contributions from our Atlantic, Calgary, Montreal, Ottawa, and Vancouver offices, along with support from NATIONAL agency partners in Edmonton, Regina and Winnipeg.

This is a second award for the campaign, which was recognized with a 2015 CPRS National Award of Excellence earlier this month.


Kiss IPF Goodbye – Best Use of Media Relations over $50K – Bronze Award 

Idiopathic Pulmonary Fibrosis (IPF) is a progressive and fatal lung disease that affects an estimated 15,000 Canadians. There is no cure. Awareness is low, misdiagnosis is common, and unmet need continues to be a major challenge for patients and healthcare professionals.

On behalf of Boehringer Ingelheim (Canada) Ltd. and the Canadian Pulmonary Fibrosis Foundation, NATIONAL developed an integrated communications campaign to reach the Canadian public, IPF patients and caregivers, healthcare professionals and the Canadian media, and engaged them to breathe life into the fight against a rare and little-known disease to help Kiss IPF Goodbye. The dynamic and robust multi-channel program incorporated digital, social, a media tour and experiential components, and was launched in September to coincide with IPF Awareness Month. All campaign targets were exceeded beyond expectation: the initial fundraising goal was met in just two days, and the media tour helped secure major national and local coverage, with over 8.8 million media impressions and 31 stories.

The campaign team includes Joanna Wilson, Carolyn Santillan, Claire Cockburn, Natalie Dyck and Natasha Bailey. This has been a thrilling month so far for them, as Kiss IPF Goodbye took home the coveted 2015 Gold SABRE Award for Canadian Campaign of the Year two weeks ago.


Pfizer Quit to List – Best Use of Media Relations over $50K – Bronze Award 

A home is one of the biggest investments most Canadians will make in their lifetime, and it is imperative to protect this investment. Many homeowners keep their properties smoke-free – but for those who allow smoking inside the home, what are the implications on the resale price? NATIONAL saw an opportunity to educate Canadians about the potential impact of smoking in the home – which goes far beyond the financial impact of buying cigarettes - and created the Quit to List campaign on behalf of Pfizer Canada.

Quit to List encouraged homeowners to take the necessary steps to speak to their doctor about putting a ‘quit plan’ in place to overcome their nicotine addiction and maintain the value of their real estate investment. The media tour focused in two key Canadian centres – Toronto and Montreal – and leveraged media tools, including survey results, to help extend the reach of the messaging throughout these markets. NATIONAL conducted the campaign in the spring, to create noise outside of the more common quit times, and also to coincide with the spike that is seen in home sales to ensure the timeliness of the news.

The campaign resulted in 15,812,090 impressions in four weeks with 100 per cent of coverage including a key message and 100 per cent mentioning Pfizer Canada.

The campaign won earlier recognition with a 2014 CPRS Silver Award of Excellence in the Canadian Media Relations Campaign of the Year category.


Congratulations to our Toronto team and their collaborators for all the exceptional work that led up to yet another fruitful night at the ACE Awards!


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