Morningstar worked with FortisAlberta, ENMAX Power Corp, AltaLink, ATCO, EPCOR, and the Government of Alberta to develop a comprehensive safety campaign geared towards reducing the number of electrical safety accidents occurring in Alberta. We were contracted to undertake extensive market research, and then apply it by developing all the graphic design, copy development, media placement and campaign evaluations necessary for the project.

One of our main recommendations was that the utility providers combine their public safety campaigns into one larger campaign that would focus on all areas of the province and would serve as a united front in their commitment to safety. The result was an enhanced communications network between the province’s leading electrical utility providers, and the accumulation of an extensive database of information that was used during the research phase of the campaign. Specific data was then collected and analyzed to determine each partner's customer base, service area, and length of distribution power lines. With this information, we were able to work with the partners to develop a strategy that outlined key messages that corresponded to the requirements of the campaign and to the demographic makeup of each partner's service area.

Market research was also conducted to identify specific media requirements for each of the target audiences identified. Newspapers in targeted areas were analyzed based on readership and the breakdown of age-groups and professions. Radio stations within each area were similarly analyzed. Using this data, we were able to identify the publications and radio stations most relevant for reaching the targeted demographic in the context of the electrical utility sector.

The campaign's primary audiences were industrial, construction and agricultural workers, but ads were also designed to reach the general public. These targeted ads ran across South/Central Alberta for 6 weeks in the Fall of 2006. Focus group evaluations of the campaign were also conducted by our team, ultimately confirming that the ads were highly effective in promoting greater awareness about electrical safety – results showed that audiences retained key messages very well.

Morningstar worked closely with Alberta community development, Alberta Parks and Protected Areas and other organizations to develop a publication to educate park visitors and outdoor enthusiasts about some of the exhilarating destinations and engaging activities available to them while touring the province.

Beginning at the earliest stages of research, and progressing through the writing, layout design, and publication and distribution stages, Morningstar’s team oversaw every detail of the project. Our designers lent a stylish, modern look to the guide, and ultimately created a highly readable format that was fun to look and easy to navigate. Throughout the project, we ensured clear, efficient communication between various public and private sector parties across the province – and provided valuable feed-back to these parties about how to energize tourism in Alberta by way of this new guide.

Morningstar continued to nurture the project long after the publication was distributed, as we went on to provide additional marketing, advertising, and promotional services to our partners. This attention to the fine details of a PR campaign guaranteed the project was highly successful and reached as broad a visitor base as possible.

One of our most successful national public outreach initiatives to date has been the Altitude is Everything: Canadian Centennial of Flight in 2002-2003. This year-long campaign set out to raise awareness Canada’s amazing contributions to aviation excellence. The scope of the project required the support and cooperation of over 50 major stakeholders and over $2 million dollars in sponsorship and donations, all raised through an aggressive fund-raising campaign. The success of the campaign was evident across the country, highlighted by extensive coverage on CBC Newsworld, and the integration of the Celebration of Flight with the Canada Day celebrations on Parliament Hill in 2003.

An essential aspect of the planning and implementation of such a large project was the management and coordination of a variety of activities and media demands. One of the valuable lessons we learned was how to adapt and alter the initial communications strategy to meet new conditions and new circumstances.

Some of the most successful elements of the campaign included: the creation of an award-winning poster and material to promote the Centennialthe coordination of flyovers by the world-famous Snowbirds over one hundred Canadian towns; the creation of a booklet aimed at Canadians aged 8 to 24, outlining Canadian contributions to flight; and the Coast to Coast Balloon Tour which visited all major air shows in Canada in the summer of 2003.

The campaign culminated in the production of a bi-lingual, one-hour live broadcast of a celebration of Canadian flight, hosted by the Canada Aviation Museum. This extraordinary international media event was the product of a joint effort between Morningstar and CBC Newsworld, and our strong relationships with the media ensured dynamic, nation-wide campaign exposure throughout the campaign.

For almost ten years, Morningstar provided FortisBC, and their PowerSense division, with a variety of award-winning sustainability communications services that enhanced FortisBC’s corporate projects and programs. We provided a comprehensive list of services, including: designing and implementing print advertising campaigns throughout the company's service area; coordinating special events such as the PowerSense Month of Energy Efficiency; design, layout and copy development for numerous brochures and other marketing collateral; planning open houses and managing logistics; and designing and implementing a broad range of TV and radio campaigns. Our work with FortisBC was paramount in enhancing their ability to further energy conservation and sustainability in the Province of British Columbia.

A few of the award-winning campaigns that Morningstar was responsible for:

• "Save Energy, Save Money, Save the Environment" (1998) Through this campaign, PowerSense exceeded its annual conservation targets and was recognized in 1999 with the BC Minister's Environmental award for engaging customers in energy efficiency programs.


• "A Whole New (Brighter) Generation" (2000-2001) Because research indicated that customers were not buying Compact Fluorescent Light (CFL) bulbs due to the greater cost, FortisBC made arrangements with retailers in the Kootenay and Okanagan to reduce pricing on Compact Fluorescent light bulbs from $25 to $5 for customers using a coupon that was included with their electric bill. As a result of this campaign, over 50,000 CFLs were sold in six months (about ten times the number sold in a typical year), realizing an annual energy savings of 1.25 million kilowatt-hours. The Campaign was so successful that it was recognized in 2003 by the Federal Government and featured in Time Magazine.


• Environmental Excellence Awards (1999-2007) Morningstar promoted the connection between the environment and a sustainable economy through energy efficiency. Based on this link, Morningstar developed the concept of an annual awards ceremony through which FortisBC recognized the environmental and efficiency efforts of their customers. This award is highly sought after by customers in the FortisBC service area who deserve recognition for their environmental efforts.

For over ten years, the Robert Bateman Get to Know Program. This innovative and popular program has incorporated a series of initiatives designed to reconnect youth throughout Canada and California with the physical world. Morningstar has been instrumental in the program's development, coordination, branding, media, funding, and website design – making it one of the most influential nature education opportunities in North America. Initiatives that Morningstar has developed for this program include: a hugely successful annual art,writing, and photography contest; an Interactive Educational CD, provided to over 2,200 schools; a Speakers Bureau, featuring Canada’s preeminent researchers, educators, and speakers; a line of nature-themed products; sets of comprehensive lesson plans, adaptable to any curriculum; Virtual Hikes; and Natural Treasure, our newest and most engaging outdoor adventure ever.

Built on research and supported by a diverse array of educators, organizations, governments, and corporations, the Robert Bateman Get to Know Program continues to inspire connections between youth and nature thanks to Morningstar’s attention to stakeholder coordination, media coverage, event planning, and constant sustainable growth.

Our continued efforts to provide an integrated approach to the program has further ensured that the Get to Know program has become a key player in the drive to re-unite kids with nature.

Morningstar's ability to develop successful partnerships – in the public and private sector – is second to none. In order to secure funding for, deliver, and promote the Get to Know Program, Morningstar has developed relationships with over 180 partners including:

Mission Creek lies at the heart of the Okanagan Valley, providing a natural oasis that runs through the bustling city of Kelowna. Since 1998, the development of the Mission Creek Greenway has made this natural setting more accessible and alluring for residents and tourists alike. On an average day, with over 1000 people using the trail as walkers, bikers, horseback-riders, or wheelchair users, the Greenway has proven to be one of the most popular community activities in Kelowna ten years after its inception. As a testament to its popularity, it is currently being extended, and when complete will be 22 kilometers in length.

As a community-funded project, the Greenway required a meticulous communications strategy that encouraged public, corporate and government support. Morningstar was called upon to devise and implement such a strategy, which we accomplished through the most successful public outreach campaign in the history of the BC Interior. Applying a strategy that incorporated media planning and placement, event planning and public relations, and strategic outreach marketing, we were able to successfully achieve full, continued support from the community – while at the same time raising over $1,000,000 in funding.

The highlights of Morningstar’s strategy included:

• A high profile corporate breakfast, which attracted a record 700 local community leaders, public and private supporters.


• The Outreach: “A Creek Runs Through it” Initiative, which encouraged local school children to draw pictures of a portion of creek. These pictures were joined together and displayed all the way around Orchard Park Shopping Centre, and are still used in the interpretive signs and trail guides for the Greenway. The campaign was so successful that it won first place in North America for community outreach among shopping centres.


• The Green Team—a group of volunteers who encouraged local businesses to go green, and raise awareness and encouraged support for the Greenway.


• The success of the project lies in its popularity and daily usage, but it was also recognized in two documentaries that detailed the hard work and organization that went into re-imagining this green space. We are proud of contributing to this success by attaining the financial and public support that saw the transformation of the trail into a safe, educational resource for young students and nature lovers of all ages.

Morningstar designed and delivered this integrated, bilingual national multimedia campaign on behalf of the Trudeau family and the Government of British Columbia. Morningstar recruited several national celebrities to join Justin Trudeau as backcountry awareness spokespersons, including Nancy Green-Raine, Dr. Roberta Bondar, Rob Boyd, Patrick Morrow, and friends of Michael who were with him at the time of the accident. The ribbon-cutting launch ceremony of the public educational campaign, which took place in Nelson, BC in February 2002, was broadcast live across Canada on several networks, including CTV and CBC Newsworld. Handling media relations for one of Canada's highest profile families posed significant challenges, which were further impacted by the untimely death of the Right Honourable Pierre Elliott Trudeau. Morningstar met these challenges and ensured the success of the campaign, which surpassed the target of $940,000 set by the Trudeau family and BC Parks.

For more than ten years, Morningstar produced the Visitor's Guide for BC Parks, a publication that provides the public with information about campgrounds, local places of interest to visit, directions, and contact information for making reservations. Morningstar was responsible for every element of this project: advertising sales, design, layout, printing and distribution. Starting in 2000, Morningstar produced the Okanagan Regional Guide, and in 2004 was awarded the contract to produce the first provincial guide. This yearly publication is produced on behalf of the Park Facility Officers (PFOs) in conjunction with BC Parks. The 2005 edition was distributed across British Columbia in May 2005.

The goal to provide a wealth of information to those visiting the province, while also increasing awareness about BC’s breath-taking natural wonders was continually met thanks to our exemplary communication, organization, and distribution ability; and when coupled with clean, stylish copy writing and graphic design, Morningstar’s product continually impressed while it educated.

Harrison Natural Spring Waters required a brand that conveyed graphically the refreshing quality of their water. By using monochromatic varieties of blue and flowing graceful curvature, Morningstar achieved such a brand for Harrison Natural Spring Waters and incorporated it into their associated collateral—including brochures, letterhead, and business cards. Morningstar also researched the North American market for their product and identified numerous sales opportunities in the Pacific Northwest.

Morningstar ensured that the brand would be aesthetically pleasing and perfectly placed given current market dynamics.

Island Blends required a corporate identity that would convey a sense of enjoyment and satisfaction from drinking coffee. Just as the creation of a latte or cappuccino can be considered an art form, Morningstar took an equally artistic approach to their logo development—utilizing creamy tans and browns, and a rising curlicue to represent the delicious aroma of coffee. The results speak for themselves.

Following the Okanagan Valley firestorm, Morningstar was approached by the community to design, print and distribute a calendar that would serve as a fundraising tool for the Myra Canyon Trestles Restoration Society. Within four weeks, Morningstar generated advertising revenues to cover the costs of design and production of this beautiful 2004 calendar. As a result, the society raised over $20,000. Following the publication's great success, a 2006 calendar was produced with updated information and photos of the ongoing restoration process.

Thanks in part to Morningstar’s help, by March of 2008, the Restoration Society’s fund raising effort announced that the successful restoration of all Myra Canyon Trestles was complete. Morningstar continues to take great pride in our contribution to the cause of making this remarkable heritage site once again safe and open to enjoyment of all.

Morningstar's messaging assists NVIT in addressing the need within First Nations communities for individuals to preserve traditional culture and foster a connection between communities and education. Morningstar provides NVIT with ongoing communications services and outreach strategies focusing on First Nations students across British Columbia and Western Canada.

Working with the Freshwater Fisheries Society of BC, Morningstar coordinated the design and production of the guide, as a means to compliment the Learn to Fish program. Our efforts in 2007 helped to raise awareness about the initiative, encouraging many first-time young fishers to take part in the program; as of 2009, the society reports that over 30,000 youths have participated.