Past Winners

BCAMA Awards PNE Top Honours as the “2011 Marketer of the Year”

The PNE received the coveted award in recognition of its successful brand re-positioning as a premiere year-round entertainment destination, in the midst of the most challenging economic climate in decades.

The PNE was chosen as the 41st Marketer of the Year for its outstanding “100 Years of Fun” centennial integrated marketing campaign promoting The Fair at the PNE. This enormous organizational initiative resulted in increased ticket sales, re-invigoration of the PNE brand, and the establishment of the Fair as a major Western Canadian entertainment destination.

2010 – Rocky Mountaineer

The Little Engine That Could, Rocky Mountaineer, a luxury train provider with over 45 unique Canadian vacations, successfully positioned themselves in the midst of a vulnerable economy. This story is one ear marked with progressive branding and strategic marketing that maximized sales and brand awareness, inspired innovation, and strengthened the Rocky Mountaineer core business. In a down economy, spending valuable marketing dollars paid off and made Rocky Mountaineer one of the top travel choices by National Geographic and Lonely Planet.

2009 – BC Hydro

BC Hydro’s #1 challenge has been to get ahead of the demand for energy consumption. For quite some time it has been clear that BC Hydro has taken this challenge head on. “Our goal is to make small changes that, added together, can make a big difference in our energy future” Susan Yurkovich, Senior VP Corporate Affairs, BC Hydro. In 2008, BC Hydro focused their efforts on a 20% segment of British Columbians who were well intentioned, but not aware of how the simplest things could make a significant impact on energy consumption.

How did they go about reaching this target market? First, they caught our attention with clever tongue-in-cheek advertisements, ads with the Super Fans, and the BC Holiday LED Lights Campaign. Then came the ambassadors of the Power Smart Program, committing to reducing 10% in electricity usage. To date, the BC Hydro Power Smart program has realized energy savings of 519 Giga Watt hours, which is enough electricity to power 47,000 households in one year.

2008 – Mr. Lube

Mr. Lube took a seemingly low interest category and revamped themselves into an award winning organization that stood out in an unconventional marketplace. As the leader in the quick lube sector, Mr. Lube successfully re-branded itself with a fresh, playful and humorous campaign. As the only national provider, Mr. Lube asked the question, “Ready for a Change?” while simultaneously providing that they were. With the statistics leaping off the industry trends, it became evident that “the best place to get that growth was by enticing customers from car dealers,” Brent Cuthbertson, Vice President, Marketing, Mr. Lube Canada.

Chris Staples, Partner, Rethink Communications indicated that through consumer research they knew “It was time to call the dealers’ bluff and tell Canadians the truth: Mr. Lube offers a faster, easier way to get your oil changed – without the worry of voiding your car’s warranty.” Chris Staples, Partner, Rethink Communications.

2007 – White Spot

Founded over 80 years ago by Nat Bailey in Vancouver, White Spot Restaurants became famous for their Legendary Burgers and more precisely winning this year’s top honors for a Legend Reborn. After 80 years it was time to rebrand Whitespot and so they distinguished themselves as contemporary, casual/family style restaurant market leader in British Columbia. Their ‘Fresh Thinking. Fresh Cooking’ campaign, not only showcased their talent, commitment to customer service and high quality food products, but also incorporated local celebrity chefs and their passion for food.

Hall of Fame