CNW Group announces winners of PR GAME contest



    First advertising campaign to run on Canadian public relations blog sites

    TORONTO, April 30 /CNW/ - CNW Group is pleased to announce the contest
winners of its "ARE YOU A PLAYER?" (http://www.cnwprgame.ca) advertising
campaign. In the first campaign to directly target public relations
practitioners through social media, CNW Group created an interactive
experience that raised awareness of the company's media monitoring services
among key audiences.
    Through an entertaining online game of catch, the PR GAME took a
light-hearted look at the public relations professional's challenge of staying
on top of public opinion and media coverage, with the game serving as a
platform to highlight CNW Group's MediaVantage media monitoring tool. Players
were invited to 'capture' media and blog mentions to gain valuable points, and
were able to receive 'power-ups' touting the benefits of CNW Group's services.
    "Every PR professional groans at the very mention of the term 'media
monitoring'," said Nicole Guillot, Vice President, New Products for CNW Group.
"Our clients tell us MediaVantage is a dream come true. It automatically finds
and assembles media coverage, by issue and by search term, into an easy-to-use
and easy-to-share online clip book."
    The campaign ran between November 15, 2006 and February 15, 2007. Of the
game finalists, two practicing PR professionals won the draw for a three-month
trial of CNW Group's MediaVantage online clip book service.

    
    CNW Group congratulates:

    -   Monica Dorion, Policy and Communications Coordinator, Sudbury Chamber
        of Commerce
    -   Dr.Terence Flynn, APR, Assistant Professor of Communications
        Management and Director of the Master of Communications degree
        program, DeGroote School of Business at McMaster University in
        Hamilton
    

    "This was a successful collaborative experiment in advertising and in
social media," said Laurie Smith, Director Marketing and Communications, CNW
Group. "We targeted a niche audience of PR professionals by delivering ad
impressions across nine highly-regarded Canadian PR blog sites. At the
bloggers' urging, we developed the PR GAME as an interactive element - more in
keeping with the experiential world of Web 2.0 than a simple link to static
content on our site would have been. The response from the bloggers who
participated and commented on the campaign was genuinely valuable; helping us
to develop closer engagement with this key community of interest."

    CNW Group thanks the following bloggers for participating in the
campaign:

    Darren Barefoot (http://www.capulet/.com/weblog)
    Chris Clarke (http://studentpr.com/blog/)
    Eric Eggertson (http://mutually-inclusive.typepad.com/weblog)
    David Jones (http://prworks.ca)
    Colin McKay (http://canuckflack.com)
    Michael O'Connor Clarke (http://michaelocc.com)
    Donna Papacosta (http://trafcom.typepad.com)
    Ron Shewchuk (http://ronshewchuk.blogs.com)
    Marc Snyder (http://emm-ess.blogspot.com/)

    About CNW Group:

    CNW Group is Canada's leader in the distribution of time-critical news
and information. Founded in 1960, CNW is co-owned by U.S.-based PR Newswire
and U.K.-based PA Group and operates Canadian offices from coast-to-coast with
24-hour bilingual service. CNW communication services facilitate the flow of
news from Canadian organizations to their local, national, and global
audiences in the media and financial communities. CNW Group and CNW Telbec in
Quebec offer a range of market-reaching services for IR professionals within
the CNX Marketlink suite and services designed to reach the media within the
Newsmaker suite.





For further information:

For further information: Parker Mason, Communications Coordinator, CNW
Group, parker.mason@newswire.ca, Tel. (416) 863-5632, www.newswire.ca


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