More than 300 public relations and communications professionals were in Banff, AB from May 25-27 to attend the Canadian Public Relations Society (CPRS) National Conference, Ascend 2014, which offered participants workshops and keynotes on media trends, marketplace developments and best communications and PR practices, as well as numerous networking and social events.
Valérie Beauregard, Executive Vice-President of RES PUBLICA, NATIONAL’s holding and management company, Calgary Managing Partner Beth Diamond and Calgary office Vice-President Henry Stevens attended the Conference, in keeping with the Firm’s long history of involvement with the CPRS. Our founder, Luc Beauregard, was in fact one of the CPRS' first fellows. The Firm has been a Platinum Sponsor of the CPRS for many years and was also a Bronze sponsor of the three-day conference again this year and a proud host of the pre-Awards Gala Champagne Reception.
The Awards Gala proved to be a proud evening for NATIONAL. Our colleague Henry Stevens, along with Christina Antoniou from Pfizer Canada, accepted the Silver Award of Excellence in the Canadian Media Relations Campaign of the Year category for the ‘Quit to List’ campaign. Another key moment was a CPRS video presentation paying tribute to our Founding Chairman Luc Beauregard, who passed away last summer.
Earlier in the day, Beth Diamond had the opportunity to moderate a panel discussion on Public Relations Strategies for Finding Common Ground.
Congratulations to all of our colleagues from the NATIONAL Toronto office who worked on the ‘Quit to List’ campaign! The honour is so well deserved.
About Pfizer Canada’s ‘Quit to List’ Campaign
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 mentioned Pfizer Canada.
Founded in 1948, the Canadian Public Relations Society (CPRS) is a not-for-profit organization whose members are engaged in the practice, management or teaching of public relations. Members work to maintain the highest standards and to share a uniquely Canadian experience in public relations. CPRS is a federation of more than 1,800 members across 14 Member Societies based in major cities or organized province-wide.