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.