Moms – in so many ways we would be nothing with out them! In honour of that special woman in everyone life, Walmart Canada has launched the Mom of the Year Award, a new annual national award program designed to celebrate the enormous contribution moms make as role models and integral members of the community.
Starting May 10, 2012, all Canadians are encouraged to visit www.momoftheyear.ca to nominate the important women in their lives by sharing inspirational stories about their journeys as moms.
They have also enlisted the help of three Canadian moms, including Olympic champion and women’s hockey icon Hayley Wickenheiser, Editor-in-Chief of Today’s Parent Karine Ewart and celebrated opera singer Natalie Choquette, who will take part in the program as part of the Selection Committee. They will work alongside two Walmart Canada moms, President and CEO Shelley Broader, and Senior Vice President of Marketing Emma Fox, to choose eight finalists.
The eight finalists will be flown to Toronto in the fall for a day of pampering, a photo shoot and an awards gala where the Mom of the Year Award recipient will be announced. The recipient will receive $100,000 for donation to a Canadian charity or cause of her choice, plus an additional $10,000 to spend on herself. All other finalists will receive $10,000 and an additional $10,000 each for donation.
“We’re excited about launching this new program that celebrates the achievements of everyday moms and gives those who care about the women in their lives a way to show their appreciation for them,” says Emma Fox, Senior Vice President of Marketing for Walmart Canada. “As a brand that is consistently in conversation with moms, we know and understand all that they do every day for their families.”
Being a Mom Is A One Of The Toughest Jobs
The retailer enlisted Leger Marketing for survey and found that more than 80 per cent of Canadians think that being a mom is one of the toughest jobs there is. The Walmart Canada Mom of the Year Award aims to create a dynamic, annual appreciation program that gives thanks to the women who spend their lives giving to others.
The Mom of the Year Award marketing campaign is a comprehensive program with a number of activations beginning in May to coincide with Mother’s Day and will run until the event’s awards gala scheduled for late September.
Program elements include digital media and a newly developed microsite, created by Twist Image; paid print and broadcast advertising, with creative development, program strategy and design by JWT, and media buying by Mindshare; a national public relations program, including media tours with the award program Selection Committee members led by APEX Public Relations Inc., supported by Morin Relations Publiques in the Quebec market; a blogger outreach program with Mom Central; and event development and execution from TraffikGroup.
Highlights of the advertising buy include 30-second spots that will begin airing in May, integrated buys with The Marilyn Denis Show, and print buys with key outlets including Today’s Parent, Chatelaine and Enfants QC.
Digital Agency: Twitst Image
Print & Broadcast Agency: JWT
Media Buying: Mindshare
Public Relations: APEX Public Relations