Edelman ACEs 2011 Canadian Public Relations Society Awards

Edelman Canada was dealt a full house at this year’s Canadian Public Relations Society ACE (Achieving Communications Excellence) Awards, which are judged by industry peers and recognize creativity and excellence in public relations.  Our team took home a number of awards, including the trophy captured by Red Bull Crashed Ice for Most Creative PR Campaign of the Year – a first for Edelman Canada!

Our creative, dedicated and media-savvy team certainly accomplished amazing results for Red Bull Crashed Ice, which is an extreme winter sporting event that combines ice hockey, downhill skating and boardercross.  At a time when the Vancouver 2010 Olympic Winter Games dominated the news cycle, Edelman developed a compelling media relations campaign to amplify awareness, drive registration, encourage spectator attendance and increase event viewership across Canada.

From inviting local media to lace up and attempt the trials at each of the 11 qualifying cities to racing one another down the official Red Bull Crashed Ice course, Edelman offered media a true taste of the action, which resulted in an outstanding amount of coverage for the event.

We were also recognized with four other awards for outstanding work on programs from across our practice teams.  Here’s a recap of the results:

Gold in the Best Use of Media Relations Category:
Red Bull Crashed Ice In addition to winning the trophy for Most Creative PR Campaign of the Year, the Red Bull Crashed Ice 2010 program also was awarded Gold for Best Use of Media Relations.

Silver in the Best Use of Media Relations Category:
Stella Artois Draught Master Public relations was the key marketing tool that drove awareness for Labatt’s Stella Artois Draught Master competition in Canada.  Edelman took a multi-faceted media relations approach with three levels of target audiences (regional, national and global) to ensure sustained momentum and secure fantastic branded media results nationwide.

Bronze in the Best Use of Media Relations Category:
Red Bull Air Race Edelman developed and executed a media relations campaign to bring the Red Bull Air Race World Championship to life in Canada. The team generated excitement and exceptional media coverage for this visually captivating aerial motor sport by offering up interviews with Ontario pilot Pete McLeod and inviting media to participate in flights with a professional pilot.

Mint.com Launch During Canada’s tax season, Edelman was tasked with launching free personal finance software site Mint.com , relying solely on a media relations campaign to promote and spread awareness. Concerted efforts between the Technology and Consumer teams resulted in huge media wins and enormous Mint.com signups.

We’re so proud of every single person on our team for everything they do to make Edelman the best PR firm in Canada.  There are more awards to come – so stay tuned for more exciting wins!