TORONTO, ON (May 3, 2017) – H+K took home top honours at the 2017 SABRE Awards, winning Best Canadian Campaign of the Year for its work on Plan International Canada’s #GirlsBelongHere program to mark International Day of the Girl. Presented by the Holmes Report, the SABRE Awards recognize superior achievement in branding reputation and engagement. Attracting more than 2,000 entries across North America each year, the awards programme provides a premier showcase for the best that the public relations industry has to offer.
To add to this highly coveted win, H+K also hit a grand slam at The Canadian Public Relations Society’s CPRS ACE Awards – garnering five awards in four different categories: Best use of Media Relations (under $50,000), Best Use of Special Events, Community Relations Campaign of the Year and New Product or Service Launch Campaign of the Year. The CPRS ACE Awards celebrates Toronto’s talented and innovative public relations community.
Here’s a bit more about the award-winning work:
Plan International Canada #GirlsBelongHere – Best Canadian Campaign of the Year + Community Relations Campaign of the Year
Plan International Canada, the organization behind the groundbreaking Because I am a Girl movement, fueled a groundswell of girls who declared that they belong in leadership positions across political, economic and business sectors here in Canada—and around the globe. Across the country, a diverse group of remarkable Canadian girls filled high-profile seats and engaged in spaces where they are traditionally not seen or heard to illustrate girls’ rights to equal opportunities.
Interac Debit on Apple Pay Launch – Best use of Media Relations (under $50,000)
In order to effectively communicate the significant launch of Interac Debit on Apple Pay to Canadians coast-to-coast, H+K developed a robust media relations strategy that would ensure the organization’s message was received by the masses. It was also essential to communicate how significant this launch was to the digital payment landscape and to reinforce the organization’s position within this space – both of which were delivered on.
Intercontinental Hotels Group (IHG) Holiday Inn Express Sleep In – Best use of Media Relations (under $50,000)
Intercontinental Hotels Group (IHG) wanted to showcase how the Holiday Inn Express brand prioritizes guests’ sleep experience. The objective was to build awareness of the Holiday Inn Express brand through earned media coverage and by increasing reach, engagement and advocacy within social. The program entailed partnering with business traveler, tech expert and social influencer, Amber Mac, to make the Holiday Inn Express ‘sleep story’ real and accessible to a wide audience. The program coincided with the launch of Snoozapalooza – a two-month promotion that extended breakfast and check-out till noon at all Holiday Inn Express hotels in North America.
Motorola #DifferentPlaysBetter – Best Use of Special Events
To launch Moto Z and Moto Mods and introduce consumers to the new Moto brand platform “Different is Better”, H+K developed an interactive activation that allowed consumers to literally see themselves differently. We created a neon playground, added bespoke software and new-to-market technology and then brought it to life through larger-than-life personalities who could only be described as “characters”. We wanted consumers to play. Play with the space. Play with the technology. Play with the products – so we dubbed our fairground #DifferentPlaysBetter. And different definitely played better resulting in tens of thousands of interactions with engagement times 25x higher then industry average.
KitchenAid Artisan Mini Launch – New Product or Service Launch Campaign of the Year
The concept of big living in small spaces has gained traction quickly; the idea of “less is more” has been embraced by various demographics, but particularly urban millennials. In response to this, KitchenAid launched the first major innovation in stand mixers in over 30 years – a smaller, but equally powerful stand mixer called the Artisan® Mini. H+K created the robust #MiniMoments program in Canada that spanned a variety of tactics, driven by a strategy that was inclusive of paid, earned, shared and owned channels – maximizing campaign reach and guaranteeing visibility, all while exceeding every preset campaign KPI.
We are honoured to be recognized by industry peers for the work that we do on behalf of our clients!