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Case Study

Art With Heart

Overview

Pennant Media Group was hired by Toronto’s Casey House to publicize its most significant fundraiser in 2014 and 2015. Art With Heart is an annual charity contemporary art auction held by Casey House to raise essential funds for the organization’s yearly HIV/AIDS-related initiatives. A curatorial committee of prominent artists, curators and art collectors select works by emerging and established Canadian artists with the generous support of galleries across the country.

Funds raised at this annual auction featuring some of the country’s most celebrated as well as emerging artists will benefit a number of Casey House’s initiatives including sending skilled teams of registered nurses and workers into clients’ homes, providing rehabilitative care and recreation therapy at the hospice, and bringing specialized HIV nursing care via partner clinics to marginalized people who lack access to treatment.

 

PMG’s Approach

With the auction in its 22nd year, Art With Heart’s challenge was to remind its audience why this fundraiser is important and why they should continue to support this cause. While PMG continued to push the message that the funds raised at this auction would benefit Casey House’s HIV/AIDS-related initiatives, we also focused on the art that was featured in the auction. We emphasized Casey House’s support for both established and emerging Canadian artists and its continued support for local artists throughout the years.

PMG reached out to both traditional and non-traditional outlets to raise public awareness of Art With Heart. We pitched to newspapers, online news outlets, bloggers, influencers and more to get the word out on the annual auction and its preview the week prior.

 

Results

PMG secured coverage from outlets such as AZNModern, TUSSLE Magazine, Studio Beat, Toronto Guardian and PositiveLite.com. Art blog The Jealous Curator featured Art With Heart as an event for art lovers to look out for. PMG also coordinated an interview between blogger David McDonough and featured artist Kim Dorland, whose piece alone contributed $23,000 to the total funds raised during the Art With Heart auction in 2015. Media that attended the auction include representatives from Huffington Post Canada, Artoronto.ca, Best of Toronto and Snapd.

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Case Study

Brothers Dubé

OVERVIEW

In 2006, three brothers from Ottawa, Ontario called the Brothers Dubé got their start in music at the ages of 6, 8 and 10 after posting covers of their mother’s favourite songs on YouTube to keep her spirits up while she fought cancer. Shortly after her death in 2008, they started drawing crowds of thousands at a time to their mega-busking and guerilla street performances on what eventually became known as their Sidewalk Stage. To date, they have raised over $150,000 for charity, most notably for orphans in Haiti. The Brothers, alongside their booking agent the Feldman Agency and their manager Randall Prescott approached PMG to help spread the word about their music and philanthropic initiatives in order to increase album sales and attendance at upcoming performances and charity events eventually making them a household name.

PMG’S APPROACH

With an incredibly inspiring story, numerous shows under their belt including opening for the legendary Beach Boys during the 2013 CNE as well as a performance on the iconic Canadian Pacific Railway Holiday Train, and multiple awards including the United Way‘s Community Builder of the Year Award 2011; the Heart of Gold Award, a commendation from the Prime Minister of Canada, and a nomination for the Queen’s Diamond Jubilee and the Governor General’s Award, PMG utilized this to maximize their exposure to the public through a variety of media outlets.

RESULTS

Throughout the campaign, PMG secured a range of media hits including in-depth features in the Toronto Star, Globe and Mail, and Canadian Living magazine as well as an interview and live performance on Canada’s leading morning show Canada AM. The campaign also resulted to a speaking and performance gig during the 2014 TEDx, where they shared their story and inspired others to become artivists, a term they coined encouraging others to use their talent in the arts to help give back to their communities.

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Case Study

Edge of Tomorrow

Overview
On May 29, 2014, Warner Bros. Pictures Canada hired Pennant Media Group Ltd. to promote the Canadian premiere of Tom Cruise and Emily Blunt’s latest blockbuster film, Edge of Tomorrow, which took place at the Scotiabank theatre in Toronto. This particular campaign involved a surprise visit by Tom Cruise to Toronto to help publicize the film.

PMG’s Approach
Pennant Media Group Ltd. executed the red carpet premiere from the ground up handling traditional media and social media outreach as well as all the technical logistics on site. PMG coordinated the mechanical aspects of the premiere including ordering and organizing the delivery of the red carpet as well as the stage inside the theatre where Tom Cruise would stand to welcome the media and guests, sectioning off the area for radio contest winners, organizing all walk throughs in liaison with the theatre staff and security in order to ensure that the event ran smoothly, and more. PMG was also responsible for inviting strategically targeted traditional media, bloggers and social media influencers who would help spread the word about the film

Results
With only a week to execute the campaign, PMG was able to achieve great results not only by attaining media hits from all major networks in Canada including CTV, City, Global, and CBC, but we also filled the theatre with hundreds of the city’s most influential personalities to help spread the word about the film. The #EdgeOfTO Hashtag trended across the country throughout the evening, Tom Cruise retweeted one of the company’s tweets, and media coverage for the film continued throughout the week leading up to the actual release date.

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Case Study

Hilary Duff

Overview

Wanting to connect with additional markets, Hilary Duff and her team approached PMG to publicize the entire Hilary Duff brand in Canada.

PMG’s Approach

Working alongside the Hilary Duff teams in Australia, South Africa, London, Los Angeles and New York, PMG assembled a fully integrated, multifaceted media campaign within Canada which packaged her fashion (Stuff by Duff), fragrance (Elizabeth Arden), merchandise by Mattel, her music tours by Universal Music, acting endeavors and philanthropy (Blessings in a Backpack, Kids with a Cause, etc.). PMG designed and implemented a model search campaign in conjunction with Zellers and Ford Models. Girls aged six to 12, had an opportunity to submit a 50 word essay and photos, describing why they should be the next Hilary Duff model. Taking place at Zellers, and judged by Ford Models and Hilary Duff, three winners were selected, one from eastern Canada, one from Central Canada and one from Western Canada. The winning recipients went on a shopping spree, with full limo service, and had the opportunity to meet Hilary Duff at a concert meet and greet. etalk was the official media partner, offering on-air hits in advance, during and following the contest. In addition, PMG was also crucial in bringing Hilary Duff’s charity Blessings in a Backpack to Canada, a unique results-oriented program designed to feed elementary school children who may not have any or enough food on the weekends. At the end of the campaign, Blessings in a Backpack was implemented in several school districts all across Ontario.

Results

PMG successfully generated press coverage to publicize the submission deadlines, the behind-the-scenes selection process, the winners, the prize and the final meeting with Hilary Duff. PMG also received national press from outlets such as Fashion, Hello, Strut and LUSH, in addition the national daily papers, community publications and numerous online hits.

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Case Study

Natalie MacMaster

Overview

Beginning her 2012-2013 North American Tour, world renowned and award winning fiddle player Natalie MacMaster was ready to take her brand to the next level.

PMG’s Approach

With unconditional love for her family, values and home, PMG shared this side of Natalie with the world. Utilizing channels of traditional media, PMG connected with media across North America as Natalie’s tour stopped at those locations. PMG also connected with local media, celebrating Natalie’s success as both a mother and musician.

Results

Throughout the campaign, PMG secured 45 media hits. Ranging from traditional print media including a four page feature story in Canadian Living’s January 2013 issue, taking a deeper look at the MacMaster family’s life on the road, to coverage in the Toronto Star discussing how Natalie balances five children, the family farm and over 100 performances every year. Additional media coverage includes morning news programs, online publications, radio shows and more.

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Case Study

Ozery’s Pita Break

Overview

Based out of Vaughn, Ontario, family-run bakery Ozery’s Pita Break is dedicated to quality and whole grain goodness with its range of bread and cracker products. In 2009, Ozery’s Pita Break was ready to shares its bakery expansion and become a recognized household name and soon after approached PMG to make this happen.

PMG’s Approach

Connecting with traditional media as well as social media influencers, PMG has gotten Ozery products into a variety of hands across Canada and the USA including journalists, TV and radio hosts, mommy bloggers, health and fitness experts, and more. Highlighting Ozery’s dedication to its fresh baked goods and company values, PMG has shared their family success story with publications all across North America. In addition, PMG was able to further connect Ozery’s Pita Break with its audience as it created and assisted in the company’s social media outreach.

Results

Featured in Best Health Magazine, Toronto Star and more, PMG has expanded the reach of the family’s story and wholesome products, further establishing Ozery’s Pita Break as a leading Canadian bakery brand. In addition, we were able to expand their outreach by pushing their products Stateside, which resulted in multiple features including a mention on Oprah.com. During the grand opening of Ozery’s Vaughan, Ontario bakery, the city’s mayor was in attendance for the ribbon cutting ceremony, making the bakery a true part of the community.  The Ozery’s family success story and recipe ideas have also been featured on Breakfast Television, National Post, Financial Post and Canadian Immigrant.

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Case Study

Power Ball

Overview

Pennant Media Group Ltd. was hired by the Power Plant Contemporary Art Gallery to help publicize their most significant annual fundraiser and Toronto’s biggest art party, the 2014 Power Ball which took place on June 5th, 2014.

PMG’s Approach

Over the years, the Power Plant Contemporary Art Gallery was facing challenges with the actual purpose of why their annual fundraiser, the Power Ball, was held in the first place. Pennant Media Group Ltd. was hired on to bring the accurate messaging of the fundraiser back. The forefront of our strategic publicity approach was to make sure all media outlets who covered the Power Ball leading up to the event and for those who attended knew that the benefit was about raising vital funds for the Power Plant’s free exhibitions and public programs throughout the year. We also put an emphasis on putting a face to the Power Plant by utilizing the gallery’s Director Gaetane Verna as the main spokesperson who could speak about the multiple incredible exhibits the Power Plant provides not only for the city of Toronto but for Canada, paving the way to make the country a cultural hub for contemporary art.

 

PMG reached out to both traditional and non-traditional media outlets in order to secure coverage, raise public awareness and increase ticket sales for the 2014 Power Ball. In addition, because of our extensive contact list of influential personalities in the entertainment industry, PMG brought in some local celebrities and notables to the event in order to reach their following and demographic.

Results

Pennant Media Group Ltd. secured multiple media coverage in both traditional and non-traditional media including the Global Morning Show, the Globe and Mail. KENTON Magazine, TDot TV, NOW Magazine, FASHION Magazine, FLARE Magazine, SheDoesTheCity, Notable.ca, View the Vibe, Vitamin Daily, and Best Of Toronto, just to name a few. The 2014 Power Ball also saw attendance from notable personalities including Cynthia Mulligan of CityNews, Dan Kanter Music Director for Justin Bieber, Actors Lara Jean Chorostecki (Hannibal) and Aaron Abrams (Hannibal),  HGTV’s Scott McGillivray, and MuchMusic Hosts Phoebe Dykstra and Lauren Toyota. This year also saw an increase in attendance and ticket sales in comparison to the previous years. As a result of the success of the 2014 campaign, PMG has been retained to once again work on the 2015 Power Ball.

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Case Study

Stand Up To Cancer Canada

Overview

Stand Up To Cancer, a charitable program of Entertainment Industry Foundation, raises vital and significant funds for various forms of cancer research with its year round initiatives. Notably, every three years Stand Up To Cancer hosts a telethon, aired simultaneously on numerous networks in the United States and around the world.

In 2014, Stand Up To Cancer created its Canadian branch, Stand Up To Cancer Canada, with all funds raised benefiting cancer research within Canadian organizations. For the first time ever, Canada’s English networks City, CBC, CTV, and Global simultaneously aired the September 5th telecast with a live viewing party in downtown Toronto during the Toronto International Film Festival.

PMG’s Approach

Throughout the campaign PMG publicized various aspects of the project including executing the initial introduction during a press conference that took place at the MaRS Centre hosted by celebrity ambassadors Jesse Tyler Ferguson, Kyle MacLachlan and Dan Aykroyd. We also publicized all talent announcements, the special lighting of landmarks across North America, the essential funds that were raised, and more, while ensuring that the core message of Stand Up To Cancer was on point. PMG liaised between Stand Up To Cancer Canada and the broadcaster networks, securing a number of media hits throughout the entirety of the campaign. In addition, we reached out and coordinated with strategically target media outlets in order to help promote the cause all throughout the country. At the live telecast viewing party, PMG handled all media requests, red carpet interviews, on site logistics, talent handling, and live social media postings.

Results

Through the Stand Up To Cancer Canada publicity campaign, PMG garnered attention from a variety of media outlets all across North America. During the initial announcement and the weeks leading up to the telecast, PMG secured numerous media hits on the country’s most watched morning shows including Breakfast Television and Canada AM, print and online outlets, as well as assisted in helping them trend on Twitter. Interviews with Stand Up To Cancer spokespeople, donors, doctors and celebrity ambassadors helped relay the message of this important cause to homes all across Canada. As a result, PMG helped garner media and online impressions of over 200 million and Stand Up To Cancer raised over $109 Million.

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Case Study

Tanya Kim

Overview

As one of Canada’s most recognized television personalities, Tanya Kim approached PMG in 2008 to help expand her brand beyond the entertainment industry. As a philanthropist, animal lover and an advocate for healthy living, Tanya wanted this side of her shared with the rest of the world.

PMG’s Approach

Over the years, PMG has connected Tanya with various charitable initiatives that support the causes close to her heart. This includes Blessings in a Backpack, a program dedicated to feeding hungry children across the country and in her hometown of Sault Ste. Marie, and CARE Canada, in which Tanya travelled to Africa on a mission to empower women, and the Ontario SPCA in support of animal care and treatment. PMG also helped launched Tanya Kim’s online presence by creating her website from ground up as well as establishing her social media presence both on Twitter and Facebook.

Results

Through PMG’s efforts, Tanya Kim has graced the cover of some of the country’s biggest healthy and lifestyle publications including Best Health Magazine and the Kit, where she shared workout and fitness tips. Tanya is also an Ontario SPCA Ambassador, hosting numerous events over the years to benefit the wellness of animals all over Ontario including the OSPCA Walk-A-Thon, in which she and her Bullmastiff Miss Louise were the faces of.  In addition, PMG has honoured Tanya’s success and achievements, securing her a star in her hometown of Sault Ste. Marie on the Walk of Fame in 2011. PMGL has established Tanya as more than an entertainment expert, but a member of the community who gives back to the world around her.

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Case Study

Warner Bros. Canada

Overview

Working as an extension of the Warner Bros. Canada office, PMG was assisted during film promotions of blockbuster hits including Harry Potter and The Deathly Hallows Part 1 & 2, The Dark Knight Rises, Man of Steel, 42, Gravity, Prisoners, and Edge of Tomorrow, just to name a few.

PMG’s Approach

Utilizing its extensive network, PMG connects with the who’s who in lifestyle, entertainment and cultural sectors to expand the reach of Warner Bros. Canada’s incredible films. When managing red carpet events and premieres, PMG  provides on-site management and also invites celebrities, professional athletes, supermodels and influencers. In addition, PMG assisted in the creation of Warner Bros. Canada’s marketing campaign for Harry Potter and The Deathly Hallows. Taking place at Yonge and Dundas Square in downtown Toronto, PMG helped bring thousands of the biggest Harry Potter fans together to support the new film. PMG also assisted in creating a marketing video capturing the success of Harry Potter events and premieres in Toronto.

Results

Over the years of acting as an extension of Warner Bros. Canada, from red carpet premieres to assisting during the Toronto International Film Festival, PMG has helped ensure all events are smoothly executed and delivered to the right people.