Award Winning Events

Maille

Signed as AOR by Maille in 2015, The PR Department was asked to create an activation that would strengthen and assert Maille leadership in the condiment category. In order to stretch the budget, the team reached out to the French Embassy in Toronto and created the Toronto Bastille Day and the Maille Bistro. The results of our 360º activation exceeded our client’s expectations. After taking the concept on the road to Montreal, we were happy to report that 106,500 consumers visited the pop-up in under five days, that millions of media and social media impressions were generated and that we had a 8% redemption rate on coupons passed at the event.

In 2016, Unilever France asked us to adapt the concept and help the brand increase its market share for the Dijon and Gherkins category by creating an experience in three markets with half the budget of the previous year. We accepted the challenge and created The Maille Flavour Studio, a multi-sensory activation that enticed foodies to experience the world of Maille. Our marcom initiatives worked together to generate 3.5 million social media impressions and a total of 55 million media relations impressions while enabling our team to interact with 284,000 people in Montreal, Toronto and Vancouver.

This event won a GOLD ACE Award from CPRS Toronto for Best Use of Special Events, a IABC Ovation Award of Excellence as well as a IABC Gold Quill Excellence Award for Communication Skills in Special Events.

 

mai01

mai02

mai03

mai04

 

 
Jamie Oliver at The Bay

T-fal asked The PR Department to maximize opportunities during the visit of celebrity chef Jamie Oliver to Toronto and to generate valuable media exposure and sales for his eponymous cookware. Leading up to the event, we launched a family cooking competition that gave budding chefs the chance to qualify for the finale that would be judged by Jamie Oliver the day of his visit. We organized a VIP breakfast meet & greet for The Bay and Home Outfitters execs and sales team to further build our client’s relationship with its main retailers; negotiated an exclusive in-studio 1 hour taping of the Marilyn Denis Show (on a Saturday), and scheduled interviews back to back with all the major media outlets in the city, an effort that resulted in millions of media impressions. We also organize an in-store book and cookware signing for fans which generated an increase of 800% for his cookware. In addition, the team organized follow-up interviews with the winner of the cooking competition on TVO kids, Tonic & The Star.

 

jamieoliver01

jamieoliver02

 

 
Night Of Stars

Every four years the Toronto chapter of the Fashion Group International hosts Night of Stars, an event that honors outstanding Canadians who have made a remarkable impact on the world of fashion. The PR Department produced the last event that honoured designers DSquared, Wayne Clark, Barbara Atkin from Holt Renfrew, interior designer, Brian Gluckstein and respected journalist, David Livingstone. With fashion shows, art installations, musical performances, and an elegant dinner, the night was an incredible success with more than 600 guests.

 

starnight1

starnight2

 

 
Fashion and Design Festival

The PR Department helped launch the premiere edition of the Fashion and Design Festival Toronto, an event produced by Sensation Mode. After seven years of success in La Belle Province, the Festival was ready to take Toronto by storm. The challenges included downplaying their strong Quebec ties, building a strong reputation to build trust with sponsors and media, and building momentum in order to fill Dundas Square for three days with no advertising budget. In order to build buzz before the show, the team orchestrated an open call at The Bay’s Queen Street location. Hundreds of models lined-up creating a perfect opportunity for newspapers and television cameras to get coverage of the hopefuls strutting their stuff to impress the judges. 150 000 people and more than 130 media showed up for the high-energy fashion shows. Our media relations efforts generated unprecedented print coverage and interviews on all Toronto based networks.

 

fashionfest1

fashionfest4