CASE STUDIES

THE OBJECTIVE:

  • Develop an extremely memorable event to christen and launch the m.v. OOCL Canada, a container ship sailing the North Atlantic trade route.

  • Generate awareness of this event and OOCL Canada in Montreal media and within trade community.

THE STRATEGY:

  • Create unique, one-of-a-kind touches such as specially created music, graphic icon, limited-edition art print and an elaborate ceremony and post-christening luncheon that would never be forgotten.

THE RESULTS:

  • A “WOW” response was created amongst the 450 guests who were flown in from all over the world for this occasion.

  • Extensive media coverage followed in local Montreal publications and on T.V.

  • Exceptional goodwill developed for OOCL Canada within the shipping industry.

  • Event set a new standard in ship christenings in Canada.

  • Event attended by Canadian dignitaries such as Brian Mulroney, Yves Fortier, former Canadian Ambassador to the United Nations as well as C.C. Tung, Chairman of OOCL International.

THE OBJECTIVE:

  • Within six weeks, create a forum for Canadian fashion designers to showcase their seasonal collections to media and buyers.

  • Meet mandate of Designers Ontario.
  • Bring event in under budget.

THE STRATEGY:

  • Solicited sponsorship dollars and in-kind donations from other companies.

  • Enlisted support of key fashion influencers.

  • Conducted targeted media relations and buyers’ campaign.

THE RESULTS:

  • Successfully developed and launched the first Matinée Fashion Ready to Wear into Canada’s premier fashion event.

  • Established the template for future events based on 18 designer shows over two days.

  • Successfully solicited major sponsors such as Matinée Ltd., Federal Express, Schwarzkopf Professional, Visa Canada, etc.

  • Created “mini-events” such as City of Toronto Fashion Retail Awards; Federal Express Fashion Export Award, VISA Accessory Boutique.

  • Brought event in under budget through five consecutive seasons.

  • Hired to become the Executive Director of Designers Ontario

  • Invited to join the Board of the Matinée Fashion Foundation

THE OBJECTIVE:

  • Ensure pre-event gala coverage to build awareness of York University’s The Accolade Project, a state-of-the-art teaching, exhibition and performance centre.

  • Encourage media attendance and event coverage of this prestigious annual gala fund-raiser

THE STRATEGY:

  • Arrange one-on-one interviews with select media and Luciana Gimenez, the Ball’s special guest and the former girlfriend of Mick Jagger.

  • Targeted media relations campaign for media coverage of event.

THE RESULTS:

  • Substantial pre-event coverage in the Globe and Mail, Toronto Star and National Post.

  • Over 30 media attended the event (radio, T.V., magazine, e-zine, and newspaper) ensuring substantial post-event coverage.
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THE OBJECTIVE:

  • Increase pre-event and post-event coverage in Toronto for Canada’s largest, volunteer-led fundraiser for the breast cancer cause

  • Increase Canadian Breast Cancer Foundation messaging in media coverage

THE STRATEGY:

  • Mount a comprehensive and targeted media relations campaign utilizing spokespeople from various communities.

  • Strategic and dedicated media relations effort to generate coverage and ensure media attendance at the event.

THE RESULTS:

  • Over 125 articles resulted in print, online and broadcast media in the Greater Toronto Area

  • Total circulation of all earned media in GTA reached over 25 million.