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.