Polaris Public Relations Inc.

		Hallmark Puckers Up on Valentine’s Day 2004 2005 Gold Quill Award of Excellence winner 2005 Ovation Award winner Though Valentine’s Day is the second largest card-giving occasion after Christmas, Hallmark does not typically plan any Canadian advertising to support the season. Instead the company relies on a strong public relations campaign to generate awareness of cards and gifts. In 2004, a unique hockey-related Valentine’s Day program themed around ‘Pucker Up’ was developed to raise the profile of Hallmark products with both men and women during the romantic Valentine’s Day season. Objective The objective was to generate positive media coverage that positions Hallmark Canada as the company that helps people communicate, celebrate and connect. The Solution In 2004, Valentine's Day would land on Saturday, the same evening as Hockey Night in Canada. To help Canadians stickhandle through this unique challenge, Hallmark commissioned its first ever "Pucker Up Survey" to explore what will win-Canadians' love of the game.or the game of love. A media relations program was developed around this dating dilemma and the survey results. The program also included the Valentine's Day Face Off-a puck couples could toss to help them decide between hockey night or a night out. A series of "Pucker Up Pointers" were also available to add romance to the evening. Radio promotions on male oriented stations in major markets rounded out the program. Results The "Pucker Up" program generated extensive media coverage that had a positive impact on card sales and brand awareness. The total audience reach for the coverage was close to 12 million people. A highlight was a front page article in the Edmonton Journal's Saturday sports section that was picked up by the National Post and other major dailies.