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In The News

Toronto actor Lara Jean Chorostecki stars in official 2015 Toronto International Film Festival (TIFF) selection ‘Boxing’

Toronto – August 24, 2015

LaraJean

Toronto actor Lara Jean Chorostecki stars as a health-fad loving, appearance-driven classmate in Boxing, a short film debuting at the 40th Toronto International Film Festival (TIFF) Short Cuts programme.

Toronto actor Lara Jean Chorostecki stars as a health-fad loving, appearance-driven classmate in Boxing, a short film debuting at the 40th Toronto International Film Festival (TIFF) Short Cuts programme.

Lara Jean’s character Laura brings a comedic flare to the film about Sheila (Kyra Harper), a woman who returns to boxing classes as a distraction from the recent death of her husband, only to find it may be more harm than good. Produced by Reign’s Katie Boland and Orphan Black’s Mackenzie Donaldson along with executive producers from Touchpoint Films and Aberrant Pictures, the film features an all-female Canadian cast, which includes Kyra Harper, Rachel Wilson, Hannah Cheesman and Martha Burns.

Familiar to the film festival scene, she has also starred as Michelle in the award-winning 2012 Toronto International Film Festival selection Antiviral, a film by notable writer and director Brandon Cronenberg.

Lara Jean recently wrapped up three seasons of NBC’s hit television series Hannibal, where she is known for her role as a fiery tabloid reporter Freddie Lounds. Currently, she is filming the second season of CBC’s new drama X Company, starring as Krystina Breeland, the bright woman in charge of overseeing the all-female staff at Camp X’s communications facility HYDRA. Krystina’s storyline has been further developed and the new season will premiere Winter 2016.

Lara Jean can also be seen making a guest appearance in We Are Disorderly, a web series about three dysfunctional best friends that launched in early August 2015. Other upcoming projects include short film The Girl Next Door premiering at the 2015 Cinéfest Sudbury International Film Festival’s Short Circuit programme, full-length feature The Masked Saint opposite Diahann Carroll and the late Roddy Piper, and the development of her first short film with Farah Merani of Lifeguard Productions.

Lara Jean can be recognized for her film and television roles in the highly acclaimed series including Starz/CBC miniseries Camelot, and BBC America’s 1860s Irish cop drama Copper where she guest stars as Sybil O’Brien. Lara Jean has also guest starred on CW’s hit series Beauty and the Beast, CBC’s Republic of Doyle, CTV’s Dan for Mayor, The Listener and more.

Lara Jean discovered her love for acting at the early age of 8-years-old after watching a theatre production of Les Miserables. Beginning her acting career as a teenager at The Stratford Festival, she is the youngest member to ever be accepted into Stratford’s Birmingham Conservatory for Classical Theatre Training. Lara Jean soon found herself in London, England where she completed her Masters in Classical Acting at The Royal Central School of Speech and Drama.

A frequent globe trotter, Lara Jean can often be found fuelling many of her personal passions of hiking, writing, discovering new restaurants and hidden parks in Toronto, relaxing with her cats at home, and teaching students from grades 2 through to university about the wonders of Shakespeare through workshops with the Stratford Shakespeare Festival’s Education Department.

For more information visit:
www.imdb.com/name/nm1892299

Like Lara Jean Chorostecki on Facebook:
www.facebook.com/LaraJeanChorostecki

Follow Lara Jean Chorostecki on Twitter:
@LaraJeanC

 

Follow Pennant Media Group on Twitter:

@PennantMedia

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Available for interviews:
Lara Jean Chorostecki

For media inquiries please contact:
Pennant Media Group
Kevin Pennant  [email protected]
Amira de Vera [email protected]
Toronto 416.596.2978
USA 855.596.2978

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In The News Uncategorized

Canada’s latest fashion, lifestyle and beauty publication HOLR Magazine features the cast of the hit FOX series Empire on its April 2015 cover

Toronto, ON – April 15, 2015

HOLRHOLR Magazine, the latest nationwide fashion, lifestyle and beauty publication will feature the cast of FOX’s hit musical drama series Empire on its April 2015 cover, hitting shelves this April 21, 2015.

Created by Lee Daniels and Danny Strong, Empire stars a range of talent including Terrence Howard, Taraji P. Henson, and Trai Byers and was recently renewed for a second season. Capturing the attention of audiences around the world, this provoking series follows the story of a hip hop music and entertainment company, Empire Enterprises, and the drama that unfolds among the members of the founders’ family as they fight for control.

With a focus on fashion, lifestyle and beauty, HOLR serves men and women across the richly diverse communities of Canada. The bi-monthly publication is a go-to source on the topics that matter most to readers. HOLR features the latest in fashion, beauty, entertainment and travel, as well advice for navigating relationships, careers, education and more.

Available on Chapters and Indigo newsstands nationally, HOLR aims to celebrate, inspire and connect an audience that is passionate, supportive and actively seeking diverse content. With arresting visuals delivered in a high-gloss format, HOLR will have readers talking.

For more information visit:
holrmagazine.com

Like HOLR Magazine on Facebook:
facebook.com/HOLRMagazine

Follow HOLR Magazine on Twitter:
@HOLRmagazine

Follow HOLR Magazine on Instagram:
instagram.com/holrmagazine

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Available for Interviews:
Ingrie Williams, Editor-in-Chief
Neil Shelton, Publisher

 

For media inquiries please contact:
Pennant Media Group
Kevin Pennant  [email protected]
Amira de Vera [email protected]
Toronto 416.596.2978
USA 855.596.2978

Categories
In The News

Frantic Films’ hit series Buy It! Fix It! Sell It! returns for a second season May 21st at 10pm ET on HGTV Canada

Toronto, ON – April 10, 2015

Buy It, Fix It, Sell It - (Low Res) Cast ShotFrantic Films’ popular series Buy It! Fix It! Sell It! will return for a second season of big finds and fixes on Thursday, May 21st,  at 10pm ET/PT on HGTV Canada.

In each episode of Buy It! Fix It! Sell It!, top professional ‘fixers’ battle over items at auction before radically revamping each piece with amazing reveals. Creativity equals cash for these pros who are keen to get the lowest price on any item to turn it into a masterpiece – and profit.  Fixers Paul “Willy” Williamson, Mike and Joe Wolchuck (The Neon Brothers), Bob Krist, and Tiffany Pratt return for the brand new, 14 episode season.

Buy It! Fix It! Sell It! will see even cooler transformations this season,” says Jamie Brown, Executive Producer, Frantic Films. “We look forward to audiences seeing the amazing creations of our fixers when the series airs.”

Buy It! Fix It! Sell It! is produced by Frantic Films with Jamie Brown and Jeff Peeler as executive producers.

HGTV Canada is a Shaw Media Network.

 

About Shaw Communications Inc.
Shaw is a diversified communications and media company, providing consumers with broadband cable television, High-Speed Internet, Home Phone, telecommunications services (through Shaw Business), satellite direct-to-home services (through Shaw Direct) and engaging programming content (through Shaw Media). Shaw serves 3.3 million customers, through a reliable and extensive fibre network. Shaw Media operates one of the largest conventional television networks in Canada, Global Television, and 19 specialty networks including HGTV Canada, Food Network Canada, HISTORY® and Showcase. Shaw is traded on the Toronto and New York stock exchanges and is included in the S&P/TSX 60 Index (Symbol: TSX – SJR.B, NYSE – SJR). For more information about Shaw, please visit www.shaw.ca.

About Frantic Films
Frantic Films is one of Canada’s leading producers of live action film, television and commercial content.  It has produced hundreds of hours of award winning programs that have set ratings records and sold to over 130 countries around the world.  The Branded Content Division specializes in creating original integrated multiplatform entertainment and has been recognized as an industry leader for over a decade.  With offices in Toronto and Winnipeg, Frantic has also won numerous awards for corporate leadership and innovation. www.franticfilms.com.

LogosFor more information visit:
www.hgtv.ca/buyitfixitsellit/

Like Buy It, Fix It, Sell It Toronto on Facebook:
www.facebook.com/buyitfixitsellit

Follow Buy It, Fix It, Sell It Toronto on Twitter:
@BuyItFixItTV

Follow HGTV Canada on Facebook:
www.facebook.com/hgtv.ca

Follow HGTV Canada on Twitter:
@hgtvcanada

Follow the Buy It! Fix It! Sell It! Fixers online:

Paul “Willy” Williamson
@WillysGarage
www.facebook.com/WillysGarage

Mike and Joe Wolchuck
www.facebook.com/pages/Neon-Factory

Bob Krist
@Bobsgaspumps

Tiffany Pratt
@thetiffanypratt
www.facebook.com/tiffany.pratt.9400

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Available for Interviews:
Jamie Brown, Executive Producer, Frantic Films
Jeff Peeler, Executive Producer, Frantic Films
Paul “Willy” Williamson
Mike and Joe Wolchuck
Bob Krist
Tiffany Pratt

For media inquiries please contact:
Pennant Media Group
Kevin Pennant [email protected]
Amira de Vera [email protected]
Toronto 416.596.2978
USA 855.596.2978

Categories
In The News

Canada’s leading contemporary art gallery The Power Plant in collaboration with leading fashion house Max Mara presents Power Ball: Appetite for Excess, Toronto’s most anticipated annual art party, on Thursday, June 4, 2015

Power-Plant-Logo

Canada’s leading contemporary art gallery The Power Plant (231 Queens Quay West) in collaboration with Max Mara presents Power Ball: Appetite for Excess on Thursday, June 4, 2015, raising vital funds for its exhibitions and public programs throughout the year.

The Power Plant is thrilled to announce its partnership with luxury brand Max Mara as the Presenting Sponsor of the party this year, complete with an innovative brand installation. “The Power Plant is proud to partner with Max Mara, a company that has shown its steadfast support for the arts internationally and now for the very first time, here in Toronto,” said Gaëtane Verna, Director of The Power Plant. “We are delighted to share the Power Ball occasion with them and all of our supporters and are truly grateful for their support in our institution.”

This year’s Power Ball theme “Appetite for Excess” investigates the fine line between decadence and debauchery through visual art, music, fashion and food. From the art installations and performances to the food and drinks, every corner of The Power Plant will expose a multitude of thought-provoking excesses.

“We are extremely enthusiastic to be presenting this year’s Power Ball,” says Michael Liebrock, 2015 Power Ball co-chair, joined by Justine Deluce and Philippe Meyersohn. “Power Ball 2015 promises to be bigger and bolder than ever. With phenomenal masterpieces from some of the world’s brightest and most inventive, this year’s theme of excess will be sure to saturate all the senses.”

The evening will commence at 7 PM with a once in a lifetime Food Performance by renowned American artist Jennifer Rubell, notorious for her large-scale, food-centric works. The Food Performance, titled So Sorry, is inspired by the artist’s first visits to Toronto, and generously supported by The Drake Hotel. Guests of the performance will be pulled between competing desires and obligations, finding pleasure, intimacy, sustenance, human contact, deep emotion and sensual engagement in every direction. So Sorry will be supported by pioneering chef Grant Van Gameren, creator of one of the city’s most influential restaurants, Bar Isabel and recently Bar Raval as well as a coffee performance from Toronto coffee master Sam James, owner of the innovative and prolific Sam James Coffee Bar. The work will also include the world premiere of actress and writer Winsome Brown’s one-woman performance, This Is Mary Brown.

At 9PM, partygoers can also experience The Power Plant’s art-filled gallery spaces, including a commissioned project from Toronto-based art collective 8-eleven; a site specific installation by Montreal-based artist Karen Kraven whose works set up unexpected encounters between sculptures and images; and a light sculpture by Orest Tataryn, a practicing artist, designer and curator who uses light as his expressive medium. Guests can expect signature cocktails developed by Diageo’s team of mixologists with brands Ciroc, Grand Marnier, Johnnie Walker Gold Label, and Tanqueray No. 10. Catering will be provided by Parts & Labour and executed under the creative mind of chef Matty Matheson.

Setting the standard as the most influential, vibrant and original contemporary art party since its inception in 1999, Power Ball has grown to become the gallery’s largest annual fundraiser, attracting a crowd of more than 1,500 guests including artists, fashionistas, celebrities, financers and more. For ticket information, please visit:  http://bit.ly/1NLfYa6

CONTRIBUTING ARTISTS

Jennifer Rubell

Jennifer Rubell creates participatory artwork that is a hybrid of performance art, installation, sculpture, and happenings. The pieces are often staggering in scale and sensually arresting, employing a wide range of media, both durable and ephemeral.  Her food performances at museums around the world are legendary, and have come to define the medium. Viewers are encouraged to partake in the work, violating the traditional boundaries of art institutions and engaging senses usually forbidden in or absent from museum and gallery contexts.

Some of Rubell’s notable previous participatory performances include Old-Fashioned, Los Angeles County Museum of Art; The de Pury Diptych, Saatchi Gallery, London; Icons, Brooklyn Museum; three commissioned food performances for Performa, the New York performance-art festival; Made in Texas, Dallas Contemporary; and Landscapes, Fondation Beyeler, Basel, Switzerland. Rubell, 44, received a B.A. from Harvard University in Fine Arts. She lives and works in New York City.

8-eleven

8-eleven is a collective of artists and non-artists running a gallery, a sculpture garden, a sauna, a music venue and a performance space. It was formed in 2014 in Toronto. 8-eleven adopts diverse structural elements from a number of institutional platforms to commission and present new projects, multiples, performances and texts. Since its founding, the collective had commissioned and executed projects by Nadia Belerique, Brad Tinmouth, Brad Phillips, Bridget Moser, Laurie Kang, Walter Scott, Rosa Aiello, Daniel Joyce, Lili Huston-Herterich, Jordan Loeppky-Kolesnik, Katie Bethune Leamen, Maryse Lariviere, and Sona Safaei-Sooreh, working in collaboration with several artist run centres, agents and collectives. Currently the collective counts Cameron Lee, Christine Atkinson, Xenia Benivolski, Stephanie Fielding, Sean Procyk, Simon Schlesinger, Sarah Kilpack and Sona Safaei-Sooreh among its members. In addition to programming exhibitions, the collective collaborates to program and develop site specific projects workshops, performances, events and readings in the project space it holds in as well as offsite locations, in an effort to establish a new type of artist collective / collaborative presentation model.

Karen Kraven

Karen Kraven’s works exploits the illusion and attraction found in such pursuits as sports, hunting, fishing, and playing card games. These motifs take the guise of everyday items, handmade surrogates and decoys. Kraven received an MFA from Concordia University (Montreal) where she lives and works. Recent solo exhibitions include Razzle Dazzle Sis Boom Bah, Darling Foundry, Montreal (2014) and Institute for Contemporary Art, Maine College of Art Portland (2015),  A Mucker and a Grinder, Parisian Laundry, Montreal (2014), and As Above, So Below, Centre Clark, Montreal (2013). Her work has also been shown at Centre Dare-Dare, Montreal (2010), Leonard & Ellen Bina Gallery, Montreal (2011) and Blackwood Gallery, University of Toronto, Mississauga (2011). From 2013-2016, she will have a Montreal Artist’s Creation Studio at the Darling Foundry, Montreal, and upcoming exhibitions at Mercer Union and 8-eleven, Toronto.

Orest Tataryn

Orest Tataryn is a Toronto based light sculptor, designer, collaborator and consultant.  He was a founding member of the guerilla neon collective called SKUNKWORKS / Outlaw Neon. Orest’s mandate seeks to elevate the status of neon through his artistic pursuits where he explores colour relationships, text and form.

About The Power Plant

The Power Plant is Canada’s leading public gallery devoted exclusively to contemporary visual art. It is a vital forum for the advanced artistic culture of our time that offers an exceptional facility and professional support to diverse living artists while engaging equally diverse audiences in their work. The Power Plant pursues its activities though exhibitions, publications and public programming. It fulfills its mandate by generating: exhibitions that represent the range of advanced practice in visual arts; publications that increase knowledge of contemporary art; lectures and symposia that encourage debate and further understanding; interpretative tools that invite visitors to question, explore and reflect upon their experiences; programming that incorporates other areas of culture when they intersect with visual art.

For more information about exhibitions and public programs at The Power Plant, please contact:

Charles Bolduc
Head of Marketing & Communications
The Power Plant Contemporary Art Gallery
416-973-4927
[email protected]

 For more information visit:
www.thepowerplant.org

 Like The Power Plant on Facebook:
www.facebook.com/ThePowerPlantTO

 Follow The Power Plant on Twitter:
@ThePowerPlantTO

 Join the conversation about Power Ball:
#PowerBallTO

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Available for Interviews:
Gaëtane Verna, Director of The Power Plant
Select participating artists

 SPONSORS

 Presenting Sponsor
Max mara

Partnering Sponsor
ONEX

 Food Performance Sponsor
The Drake Hotel

 Sponsors
TD Bank Group
Remington Homes

 Travel Sponsor
Porter

 Volunteer Program Sponsor
Manulife Financial

 Spirit Sponsor
Ciroc
Grand Marnier
Johnnie Walker
Tanqueray No. Ten

 Beer Sponsor
Kronenbourg 1664

 Catering
Parts & Labour

 Media Partners
Blog TO
Flare Magazine
Next Issue
NOW Magazine
Proud FM
Toronto Star
View the Vibe

 Event Production
Candice & Alison Event Group

 Creative
Monnet Design Inc.

 Printer
Annan & Sons

 Public Relations
Pennant Media Group

 In Kind Sponsors
Adrian Armstrong
Bar Isabel
Bar Raval
Demarco-Perpich Flowers
Exclusive Affair Rentals
Fogo Island Inn
Ikonica
Luxe Furniture Rentals
Sam James Coffee Bar
TicketBreak
W Hotel
Westbury National Show Systems Ltd.

Pennant Media Group Ltd.

For media inquiries please contact:
Pennant Media Group
Kevin Pennant [email protected]
Amira de Vera  [email protected]
Toronto 416.596.2978
USA 855.596.2978

Categories
In The News

Social media vocal network Beep rings in the New Year with record breaking stats reaching over 50 million people around the world

BeepGrowing to over 25,000 users in just a few short months since its official launch in October 2014, the social media vocal network Beep has entered the New Year with record breaking stats reaching over 50 million people near and far,  from the United States to the Philippines.

In comparison to Twitter’s growth in its early days, Beep is growing twice as fast. As new users come on board by the hour, Beep is expecting to quadruple its users in 2015.

“I was drawn to Beep because it brings the personal, human element to social media,” says Jesse DeCosta of DECOSTA Marketing Inc., Canada’s leading branding manager to Hollywood stars and now Beep’s CEO. “It’s common to send a line of text to a loved one or read about a celebrity in a magazine, but to instantly connect and hear that person’s voice on-the-fly will change everything we know. It’s the audio version of Twitter, and the entertainment industry is catching on quick.”

Beep stands out as the social voice app leader thanks to users like Hollywood actor Will Smith. Will Smith chose Beep to personally thank millions of fans for their birthday wishes, and most recently wishing them a happy new year in several different languages.

Beep allows its users to record short voice messages called beeps whichcan then be sent to a friend, shared openly with the world, or posted on other social networks like Facebook.

Available on the App Store and Play Store, Beep is continuing to grow in popularity. With additional major updates being unveiled in the next six weeks, Beep will continue to gain the attention of celebrities and every day social media users alike.

For more information visit:
www.atthebeep.com

Like Beep on Facebook:
www.facebook.com/beepapp  

Follow Beep on Twitter:
@beepinc

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Available for Interviews:
Jesse DeCosta, CEO
Pieter Parker, Beep Developer
Traci Nakagawa, Beep Los Angeles

Pennant Media Group Ltd.

For media inquiries please contact:
Pennant Media Group
Kevin Pennant  [email protected]
Toronto 416.596.2978
USA 855.596.2978

Categories
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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Uncategorized

The Rubber Band Ball

When visiting the PMG office, the first thing that catches many eyes is our rubber band ball.  Started 10 years ago during the birth of PMG, this ball has grown to an impressive size (and it still bounces).

At PMG we see this simple rubber band ball as a reflection of the company. Over the last ten years, such a wide range of talented individuals have helped add to its growth; incredible employees, industry shaking clients and more have helped PMGL become what it is today.

Categories
Uncategorized

Phone Etiquette

‘Not even a good-bye?’ The thought comes to mind as a dial tone replaces the voice on the other end of the line.

At PMG we know communication is key. Whether we’re speaking with clients, media or touching base with contacts, we feel phone calls create that much needed personal connection. Living in such a fast paces world, we sometimes forget the little things like basic phone etiquette, and that takes away from the personal feeling of a phone call. Use the tips below to make the most of your call:

  • Bring All Of You!
    Outlets like Twitter and Facebook can be distracting, but when on the phone be sure to give your undivided attention – no one likes sharing news or a story only to find out the person they have been talking to has been updating their status.
  • Keep It On Vibrate
    The person two desks over probably doesn’t want to know you just got a text message. Be courteous to those you’re working near; keep your phone on vibrate. That little beep or whistle may knock someone off their train of thought.
  • Headphones Are Your Friend
    You may have just found the best playlist on Songza, but your neighbouring coworkers may not agree. Unless you’re in an environment where this is welcomed, keep the music to yourself.
  • Say Bye Before Clicking Off
    We know calls can be exciting, but remember to take a few seconds to let the person on the other end know the conversation is ending.  Farewell, Adios, Au Revoir, it doesn’t matter how you say it, just make sure you do.
  • AVOID YELLING!!
    Some speak louder than necessary when on the phone. Be mindful of your volume, not only do those around you not need to hear your conversation, but the person you’re chatting with is getting an ear-full.

These simple tips will assure your phone etiquette is on the right track; those around you will appreciate the courtesy too!

Categories
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.

Categories
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.