Lisa Kimmel, Edelman's vice-president and practice lead, Consumer, says that the PR agency's team worked tirelessly to ensure the program’s success, providing Petro-Canada with best-in-class strategic thinking, and executing this program with unbelievable passion.”

The Dream Big campaign of Petro-Canada - Vancouver 2010 Olympic and Paralympic Winter Games national partner - was a multi-faceted program that consisted of a comprehensive media relations campaign/media tour with former Canadian Olympians, events in Toronto, Montreal and Vancouver, and digital/social media program elements.

The campaign captured the imaginations of Canadians, encouraging them to 'dream big' by submitting their ideas for the next Olympic sport. Canadians were then invited to vote on what they felt was the most compelling submission. The winning submission won a trip for two to the Vancouver 2010 Olympic Winter Games and the opportunity to present their sport to the Canadian Olympic Committee.

The Brand Development Campaign of the Year recognizes outstanding success in the ongoing development, repositioning, reinvigoration, or re-launch of an established consumer brand (either a product, service, or corporation) through the use of strategic public relations.

The Best Use of Media Relations recognizes effective and creative use of media relations to execute or support a public relations campaign.