(Toronto – July 11, 2012) – Mom is a complex individual, inspiring role model and highly influential consumer, but don’t call her Superwoman - she doesn’t want it. Sure, we celebrate her strength, but the Superwoman ideal suggests mom can’t fail. According to Citizen Mom, a new study commissioned by Citizen Optimum and powered by AskingCanadians, this kind of expectation doesn’t reflect mom’s reality or her self-opinion. 

The Citizen Mom study confirms that motherhood is - logically and by definition - a centrally defining factor for all moms. When introducing themselves to someone for the first time, the majority of moms identify themselves as mother first, before woman and spouse. However, the self-interpretation of moms varies greatly. For instance, working moms have a greater likelihood than at-home moms to describe themselves as “woman” first.  And, while most moms cast themselves in positive archetypes that tap into the heart and mind (like nurturer, intellectual and professional), they are twice as likely to describe themselves as a bitch, than a goddess, diva or vixen.

“Mom is a defining force in her personal world and coveted in the world of marketers and communicators,” said Nick Cowling, Vice President and General Manager, Citizen Optimum.  “Through Citizen Mom, a multi-layered dialogue, we want to explore the rich intersection of all of the many pieces of mom’s life, to find out what makes her tick.”

To establish a 360-degree view of mom’s self-opinion, Citizen Optimum worked with AskingCanadians on a unique research methodology. The four-phased process (asking, discussing, listening and analyzing) is comprised of an omnibus survey, live online discussions, social listening and data analytics, combined to better understand the most important woman in our lives.

“By engaging moms in an ongoing dialogue to derive insights, the Citizen Mom study is taking an innovative approach that truly defines what customer-centric communication is all about,” said Adam Froman, CEO, AskingCanadians. “As a partner in this initiative, we are thrilled Citizen Optimum has come to AskingCanadians to develop this process to connect with moms and understand the motivating factors within this community.”

Phase one of Citizen Mom engaged 300 Canadian moms with kids ages 18 and under. The study took a close look at how working moms (66 per cent of those surveyed) and stay-at-home moms (33 per cent) see themselves and each other, revealing key insights on how we can better communicate with moms from coast-to-coast.

INSIGHT #1: Don’t perpetuate the myth of mom as Superwoman. Without realizing it, you’re adding unwanted pressure. Mom is multifaceted, but doesn’t expect herself to be perfect at all she does.

INSIGHT #2: Rethink “aspirational.” Telling mom she can have it all suggests she doesn’t have enough or needs more. Stats show moms don’t need work to be happy, at-home moms desire time with their spouse more than working moms, and precious time alone would be spent reading, sleeping or exercising.

INSIGHT #3: Working and stay-at-home moms are more similar than different. Most working moms do it for the money; most at-home moms do it for their kids. And, given the opportunity, one in five working moms would leave work, and half of at-home moms would return to work.

In general, both groups have made the choice to do what they do for the positive benefit to their family and because the option is seen as viable. Both find value in modeling their respective choices for their children. In fact, 30 percent of working moms and 32 per cent of at-home moms say it’s important for their children to see them in their respective role.

Moms list a number of additional practical and emotional motivators for why they choose to work or stay at home.

Reasons working moms choose to work:
• 70 per cent say it’s the best choice in terms of family finances
• 35 per cent say it’s the most logical choice
• 24 per cent say it suits their personal interests

Reasons at-home moms choose to be at home:
• 66 per cent say it’s the best choice for the well-being of their children
• 29 per cent say it’s more personally gratifying than the alternative
• 26 per cent say it’s the best choice in terms of family finances

There’s no doubt about it, mothering is hard work. It’s more thankless, more disruptive and even more isolating than imagined. These women warn about the influence motherhood can have on egos and relationships. But they also revel in the simple rewards – a smile, a hug – signs that they are making an impact. And they are quick to affirm one thing – empathy and understanding make it all worth it.
Stay tuned for more from Citizen Mom.

Citizen Mom Related Links:
• Link to infographic video
• Link to CitizenOptimum.com
• Link to Citizen Optimum Facebook Page
• Join the conversation on twitter @CitizenOptimum  and use #Citizenmom

About AskingCanadians
AskingCanadians™, a Delvinia company, was established in 2005 as an online data collection firm dedicated to helping market researchers gather high quality information from Canadian consumers. We own and manage the AskingCanadians™ online research community, and its French counterpart Qu’en pensez vousMC, which includes a panel of more than 160,000 demographically representative and profiled Canadians who have opted-in to participate in online surveys that significantly influence today’s leading brands. AskingCanadians™ and Qu’en pensez vousMC are built through incentive partnerships with Aeroplan, HBC Rewards and Walmart. The result is an average response rate that eclipses the industry. For more information, please visit corporate.askingcanadians.com.

About Citizen Optimum
Citizen Optimum is the Canadian arm of Citizen Relations, an international PR agency recently named 2012 midsize agency of the year in North America by The Holmes Report. Formed from the union of four successful agencies in the UK and North America, along with strategic partners in Asia and Latin America, Citizen Relations offers strategic PR advice and counsel to industry leading brands, corporations, governments and not-for-profit organizations, designed to contribute to the business success of clients through effective and innovative communications.

(TORONTO) May 30 – After beating out thousands of contestants and seven other finalists from around the globe, Vancouver resident and West Restaurant bar manager David Wolowidnyk has been named the winner of the first ever BOMBAY SAPPHIRE® World’s Most Imaginative Bartender competition. The contest brought together the top mixologists worldwide to not only challenge them, but also support them on their journey to becoming the most imaginative bartenders in the world.

The competition took David and his fellow finalists from Global Travel Retail, Japan, Singapore, South Africa, Spain, the United Kingdom and the United States on a four-day experience, visiting the Moroccan home of one of the Bombay Sapphire botanicals – coriander – and exploring the world of the historic gin. 

The competition itself took place on the last evening of the trip at one of the most beautiful villas in the world, Dar Sabra in Marrakech, Morocco.  Each bartender was tasked with creating their most imaginative cocktail – combining their individual influences with the cultural experiences they had encountered throughout the trip. David was a worthy winner, adding his own unique flair and style to his cocktail, Beldi (recipe below). 

David notes that his winning cocktail was directly influenced by the sights, sounds and flavours of Marrakech. “I came into Bombay Sapphire’s World’s Imaginative Bartender competition with a few ideas, but I really wanted to take cues from the experiences that were to unfold, and as expected there were special moments when natural inspiration occurred. It is such an honour to be recognized with this prestigious title.”

In addition to receiving the “Bombay Sapphire World’s Most Imaginative Bartender” title, David also earned a place as the first member in the newly created Bombay Sapphire Cocktail Hall of Fame, and will be partaking in various duties, including attending the 2013 opening of the new Bombay Sapphire distillery at Laverstoke Mill in England and becoming part of the Bombay Sapphire World’s Most Imaginative Bartender judging panel for next year’s competition.

“The finalists of the Bombay Sapphire World’s Most Imaginative Bartender competition are among the most creative talent from behind the bar worldwide,” said Brendan McDonough, Bombay Sapphire brand manager, Bacardi Canada. “Having a Canadian come out on top and claim the title demonstrates the level of talent and imagination this country has to offer.  David has an undeniable enthusiasm for imaginative cocktails – drawing on specialty infusions, tinctures and far-ranging spirits, and this came across clearly to the judges.”

Bombay Sapphire is at the heart of imaginative cocktail-making and by launching the Bombay Sapphire World’s Most Imaginative Bartender competition, it is providing a platform to encourage and inspire bartenders from all over the world. Since its creation, Bombay Sapphire has taken an imaginative approach to gin making, driving the re-invigoration of the gin category and continuing to capture the consumer’s imagination through its distinctive and smooth taste resulting from the combination of 10 hand selected exotic botanicals and unique distillation process. Just as the unique taste of Bombay Sapphire is inspired by the infusion of its 10 exotic botanicals, it is looking to inspire bartenders all around the world. Bombay Sapphire is the world’s number one premium gin by value for a third consecutive year1.

1 Data sourced from International Wine and Spirit Research (IWSR), for the 12 months to the end of December 2010

Beldi - David Wolowidnyk Winning Cocktail Recipe

Ingredients
• 45ml Bombay Sapphire infused with Moroccan Saffron and Ginseng
• 20ml Martini Bianco cold steeped with 1 tsp Moroccan Mint Tea and 6-8 fresh mint leaves
• 15ml Cinnamon/Cassia Syrup
• 2 dashes Lem-Marrakech Bitters - exclusively produced beforehand by “Kale & Nori”

Misting
• Toasted Moroccan coriander tincture

To garnish    
• Lemon zest, with the star from Moroccan flag cut into it

Method
• Combine Bombay Sapphire, Martini Bianco, Cinnamon/Cassia Syrup and Bitters
• Stir with ice in a mixing glass
• Mist the Toasted coriander tincture into the chilled glass
• Strain into a chilled glass, garnish with a lemon zest and mist tincture again over the surface

- 30 -

About Bombay Sapphire – bombaysapphire.ca
Bombay Sapphire is the world’s fastest growing premium gin and number one premium gin in Canada by value and volume. Based on a secret 1761 recipe, Bombay Sapphire gin is created by perfectly balancing a unique combination of 10 hand-selected exotic botanicals from around the world. The natural flavours of the botanicals are captured through a delicate distillation process called Vapour Infusion which results in the tantalising, smooth and complex taste that is Bombay Sapphire.

Enjoy Bombay Sapphire responsibly. Bombay Sapphire, the Bombay Sapphire bottle design and device are trademarks and/or registered trademarks.

Bombay Sapphire – Infused with imagination™
Bombay Sapphire aims to inspire people into expanding their minds, thinking differently to reveal more about themselves and their Imaginations. The team at Bombay Sapphire believes everyone has imagination and therefore aims to give everyone the opportunity to be inspired, and to infuse their imagination with Bombay Sapphire.
http://www.facebook.com/BombaySapphire

About David Wolowidnyk
Currently presiding over the bar at West Restaurant, David has amassed over two decades of professional service experience both in front and behind the bar. Praised for his chemist-like precision, inventive twists and intriguing libations, under David’s guidance, West has developed one of the largest and most diverse selections of liquor in Vancouver, and believes that a diversity of skills, attention to detail and extensive product knowledge is the key to running a successful bar, providing the guest with a memorable experience each and every time.
http://www.facebook.com/WestRestaurantVan

SAN FRANCISCO—San Franciscans passing through Justin Herman Plaza today should be prepared for a big surprise! Overnight, Tourism British Columbia has flipped the switch on the BC Moments Machine – a one of a kind, 14-foot tall, 10-foot wide vending machine. Forget pop and chips though – the BC Moments Machine will be offering items like mountain bikes, and made in BC surfboards. From May 17 to May 19, lucky San Franciscans will get a chance to walk away with some amazing mementos to get them excited about travelling to British Columbia, Canada.

The BC Moments Machine is part of the ‘100 BC Moments’ Campaign encouraging travellers to experience what BC has to offer this summer. Tourism BC has a special relationship with San Francisco, after a wildly popular original installation of an urban zipline in 2010 across Justin Herman Plaza. “We are thrilled to return to California to surprise San Franciscans with the BC Moments Machine,” says Jacqueline Simpson, Marketing Manager, Consumer Programs, North America of Tourism BC. “We hope that the installation will allow us to show the people of San Francisco the diverse range of travel experiences they can find in British Columbia, and invite everyone to come and try them for themselves this summer.”

San Francisco residents hoping to see the machine in person can visit Justin Herman Plaza on Thursday, May 17 to Saturday, May 19. The BC Moments Machine will be active at various times throughout the day while supplies last.

Latest updates can be found on Twitter using the hashtag #100BCMoments, and more information about travelling to BC this summer can be found at 100BCMoments.com.

Richmond, British Columbia – IKEA Canada extends an invite for everyone to come celebrate the launch of its newest store in Richmond on April 25th. Take part in the opening ceremonies beginning at 8:20 a.m. and be the first to experience the 1.5 km walk through the new 334,000 sq ft store. In honour of Richmond being Canada’s first market to have an IKEA store, the retailer will be rewarding the first 1,000 fans in line with mystery envelopes that will offer anything from an IKEA hot dog to a $250 IKEA gift card. 

“IKEA Richmond co-workers are ready to throw open the doors of the brand new store,” says Maya Abdou, IKEA Richmond Store Manager. “We are thrilled with the support we’ve received from the community and are happy that we will now be able to offer our Richmond customers a truly inspiring and convenient shopping experience.”

The opening ceremonies will feature a flag raising ceremony with anthems and remarks from Linda Reid, Member of the Legislative Assembly for Richmond East. Kerri Molinaro, IKEA Canada President will be presenting Tree Canada President, Mike Rosen with a cheque for $30,000 to celebrate 16 years of partnership. Magicians, face painters and jugglers will be entertaining the crowd and a traditional Lion Dotting Ceremony with Chang Performance will honour Richmond’s cultural community.

What: IKEA Richmond grand opening ceremonies

Where: 3320 Jacombs Road, Richmond

When: April 25th, 2012
Opening Ceremonies begin at 8:20 a.m.
Doors open at 9:00 a.m.

Photo Opportunities:
• Most Valuable Coupon entering the new store – our first-in-line will be presented with a $10,000 gift card and be the first to enter the store
• IKEA Canada President, Kerri Molinaro, presenting Tree Canada with a cheque for $30,000
• MLA for Richmond East, Linda Reid delivering opening remarks
• Ribbon cutting ceremony to mark the official opening of the new store

About IKEA
IKEA is a leading home furnishings retailer with 325 stores in 40 countries worldwide, which are visited by 734 million people every year. IKEA Canada has 11 stores which are visited by over 25 million people every year. Last year the IKEA.com websites attracted 904 million visitors. Founded in 1943, IKEA’s business philosophy is to offer a wide range of products of good design and function at prices so low, the majority of people can afford them. For more information on IKEA, please visit: www.IKEA.ca.

Projet de lofts de style new-yorkais réalisé par le promoteur Groupe Dayan, en collaboration avec la SHDM, la Fabrique 125, située au cœur du Quartier Chabanel embrasse l’héritage industriel des lieux et le transforme pour y accueillir une nouvelle communauté résidentielle.

Un projet audacieux empreint d’art, de design et de créativité
« La SHDM rejoint la volonté du milieu qui entend faire de la mode, du design et de la créativité les pôles de développement du secteur », affirme Johanne Goulet, directrice générale de la SHDM. « Les designers de Humà Design + Architecture, et les architectes de Forme Studio et de Workshop se sont assurés de préserver les qualités architecturales de cet immeuble qui constitue une véritable cathédrale industrielle », explique-t-elle.

Citoyen Optimum a accompagné la SHDH dans le cadre de ce lancement afin de faire connaître le projet à ses différentes clientèles cibles. Nous avons organisé des séances d’information, avons fait des relations médias et avons organisé un cocktail VIP pour des clients potentiels, des partenaires et des collaborateurs.

Le contenu de la programmation de cette édition de l’événement a été bâti autour des défis à relever dans l’industrie. L’an dernier, les médias sociaux ont été identifiés comme un enjeu majeur auquel sont confrontés les centres de contacts clients. En effet, plus que jamais, le service client est intimement lié aux attentes des consommateurs envers une marque… et à leur prise de conscience du pouvoir qu’ils ont sur Internet. C’est un changement majeur qui touche les services de communication, du marketing et du service à la clientèle Ils se voient aujourd’hui plus que jamais obligés de travailler en synergie afin de répondre aux objectifs de l’entreprise pour la satisfaction des clients. L’enjeu des médias sociaux ne peut donc pas être ignoré. C’est pourquoi l’équipe de Citoyen Optimum a été approchée pour discuter du phénomène des médias sociaux dans la relation client.

Pendant l’atelier, les participants apprenaient à profiter de ces nouveaux canaux et à communiquer directement avec les clients actuels et éventuels par l’intermédiaire des médias sociaux.

La présentation de la conférence est maintenant disponible sur Slideshare.

]]> News Category 1, French, 2012-03-20T20:41:01+00:00 http://ca.citizenrelations.com/images/news/01120562_(1).JPG Solar Power Network and Plaza Ontario Join Forces to Bring Solar Generation Project to Windsor

TORONTO, Feb. 15, 2012 /CNW/ - Solar Power Network (SPN) is pleased to announce the completion of its first site, 230 kW comprising 910 solar panels, across 23,000 square feet of rooftop space at Plaza Ontario. The announcement highlights a 20-year commitment to generating sustainable energy through the Ontario Feed-In-Tariff (FIT) program and EnWin’s continued committed to connecting solar generation capacity. The rooftop solar panel system supports Ontario’s goals of eliminating the province’s dependence on coal-fired power and the related emissions, which are the principle ingredient in the smog that causes Ontario air quality advisory alerts.

“We’re very proud to participate in the Solar Power Network, contributing efficient, clean and sustainable energy to Ontario’s electrical grid,” says Paulo Fontana, Co-owner and GM of Plaza Ontario. “With no upfront costs or associated project costs for us, and no structural impact to our rooftop, turning unused rooftop space into a source for energy generation is a low-risk, high-reward undertaking. It makes good business sense and good environmental sense.”

Plaza Ontario’s Provincial Road location in Windsor, has not only been outfitted with 910 solar panels, but is also actively monitored by Solar Power Network to ensure peak efficiency at all times. To minimize power lost in transmission, as is the case with traditional power delivery, Ontario’s FIT program enables energy collected to be distributed to the local grid, and consumed by the building itself and then homes and businesses closest to the site.

“As Ontario continues to shift its priorities toward more sustainable sources of energy, we have seen a growing interest in our rooftop lease offer from similar companies across the province,” says Peter Goodman, President and CEO, Solar Power Network. “Our unique approach uses the latest solar technology and offers customers an innovative lower panel angle design, which results in no structural impact to their rooftop while maximizing the revenue from their leased out roof space.”

Plaza Ontario’s involvement in the SPN rooftop solar program is a great match for one of its key objectives, which involves sourcing natural and sustainable flooring materials for Ontario homeowners. The solar program, which is owned and operated by Solar Power Network, will produce 264 MWh of power each year - equivalent to displacing 132 metric tonnes of greenhouse gases, the root cause of air pollution.

About Solar Power Network

Solar Power Network Inc. is a Canadian-owned private company, based in Ontario and specializing in generating clean energy, using proven solar technologies. Solar Power Network partners with local businesses, leasing and converting idle roof-tops into solar power generation spaces. The company offers generous, up-front payments and continual maintenance services. Led by a team of professional engineers, Solar Power Network offers building owners high financial return with minimal risk and structural impact.

For more information visit: solarpowernetwork.ca.

EnWin Utilities Ltd.

EnWin Utilities Ltd. is Windsor’s Local Distribution Company, responsible for the distribution of electricity, as well as the service and maintenance of Windsor’s electricity distribution infrastructure. EnWin also provides managed services for the Windsor Utilities Commission.

Image with caption: “Solar Power Network launches 23,000 square feet of rooftop solar with Plaza Ontario (CNW Group/Solar Power Network)”. Image available here.

For further information:
Katie Gates, Citizen Optimum
416.934.8035

]]> News Category 1, English, 2012-02-15T08:44:09+00:00 http://ca.citizenrelations.com/images/news/xy_8EB3D703-4896-4E76-9BEA-B44110834675__.jpg VANCOUVER - Citizen Optimum’s Vancouver office is growing fast and looking to expand our PR team. We currently have an opening for a Account Executive or Senior Account Executive. We’re looking for someone who is entrepreneurial about their career and our business and curious about current events and the role Public Relations can play to enhance the success of our clients, our team and our company. If you are passionate about media relations and social media, enthusiastic, hard working and looking for a new challenge, check out the job listing here.

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