Industry: Music

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.

MOLLY JOHNSON

Canadian Juno award-winning singer-songwriter molly Johnson has earned her reputation as a talented jazz and blues artist.

SALIM-SULAIMAN

Salim and Sulaiman are among Bollywood’s hottest music directors, and everyone is dancing to their tunes. by incorporating western, folk, Hindustani and Sufi influences…

MICHAEL CASTALDO

Michéal Castaldo is an Italian-born classical crossover tenor, music producer and composer.

ELIADES OCHOA

Eliades Ochoa is a Cuban guitarist and singer from Loma De La Avispa, Songo La Maya in the East of the country near Santiago…

GEORGE CASEY

Toronto rocker Gorge Casey has been building a reputation with his performances at lee’s palace, the mod club, silver dollar and Cameron house, riveting…

FARAHRI

International pop sensation Farahri, is quickly gaining attention as one of the most sought after singers and performers for her catchy songs and electrifying…

KITORAH

Barbadian singer/ songwriter Kitorah has achieved commendably in the music arena and undoubtedly has a promising future the international music industry.

HILARY WEAVER

Hilary weaver is an up and coming singer and songwriter from Toronto who is breaking out in the pop/rock genre in Canada, the U.S….

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.