Media Profile brings home the gold at Strategy’s Agency of the Year awards

November 9, 2016

Bring on the hardware and pop some champagne! Media Profile is so excited to share that we’ve been recognized with Strategy’s PR Agency of the Year Gold award.

Each year, Strategy recognizes the most creative campaigns and agencies that have showcased unique thinking with the highest impact.

Media Profile was awarded for three campaigns that highlighted the perfect mix of creativity and impeccable execution.

#YorkdaleFashionSanta achieved the rare status of going truly viral. To cut through holiday noise, Yorkdale developed a contemporary take on the classic mall Santa: Fashion Santa, who made personal appearances in the shopping centre with a festive high-end wardrobe highlighting Yorkdale’s luxury brands. This fully integrated marketing campaign was driven by PR, turning #YorkdaleFashionSanta into an international viral sensation and capturing the imaginations of people all over the world, including Justin Bieber, who paid Fashion Santa a special visit.

Starbucks Canada’s #AddSparkle campaign introduced Teavana Sparkling Tea Juices into stores in a fun and creative new way. Starbucks partnered with YouTube sensation LaurDIY to be the face of a multi-faceted experience focusing on content inspired by the “Sparklers”. The campaign ran the gamut of content: Video, in-person meet-and-greets, crafting sessions, contesting, social media and traditional media relations were all a focus. The success of the campaign led Starbucks in the US to replicate the Canadian campaign. And, most importantly, sales of Teavana Sparkling Tea Juices outperformed expectations – a fantastic result for this brand new product line in its first market.

Honda is unlike any other car company. Camp Honda was a campaign designed to bring to life Honda’s full offering of products – from ATVs to boats to Honda-powered outdoor equipment. To tell this story, we created the ultimate cottage experience in Muskoka, Ontario. Honda partnered with Cottage Life magazine and invited eight top-tier Canadian journalists, along with their families, to spend the weekend at Camp Honda. Journalists drove the new 2016 Honda Pilot to the camp and were treated to a welcome dinner and campfire under the glow of Honda generator-powered lights. The next day, media and their families were rotated through a series of stations highlighting the four pillars of Honda’s offering: marine, power equipment, motorcycle and ATV. The results were phenomenal. Camp Honda showcased our ability to create a new, fully immersive, visually compelling and highly shareable experience for Honda Canada.