A look back at three memorable 2017 PR campaigns

Exciting things are coming to On Q Communications in 2018.

Before we look to the year ahead, we wanted to take a glance back at some of our favourite PR campaigns of 2017. From food, to exercise, to community, 2017 was a year that allowed our team members to stretch their abilities and imagination, as we brought to life unique and diverse PR campaigns.

North Shore Pie Co

It was a foodie event to remember. One for the books! In January, 2017, North Shore Pie Co. was opening a new warehouse facility. The owner was looking for exposure for his flagship bakery in Roncesvalles, so he called on the experts at On Q to come up with and execute a unique strategy that would attract locals, influencers and media alike. Our team members put their creative thinking caps on and got down to business coming up with ‘Free Pie Day.’ That’s right! A free meat pie for anyone who visited the store that day. Part of the strategy also included a pie eating contest.

Using both traditional and digital marketing tactics, On Q reached out to the community, foodie influencers and media outlets. As a result, coverage was secured in top tier media outlets across Toronto including CP24 Breakfast, Toronto Sun, Blog TO and Inside Toronto. North Shore Pie Co. was introduced to numerous foodie influencers including @tastethesixto and @TheEverydayFoodie. And the success translated into a 300% increase in sales! Now that’s something to smile about.

Cycle Bar

When this popular American indoor cycle studio was ready to make its Canadian debut in Toronto’s Leaside neighbourhood back in March, the owner turned to the experts at On Q for help. Adding an interesting twist to this campaign, we learned that a competitor in the cycle studio arena was also going to run a PR campaign around the same time. Game on! We began by creating a multi faceted strategy that included media and influencer outreach, an event held at the studio with community leaders and media in attendance, plus digital advertising. An invitation was also extended to journalists and influencers who could not attend the event, to take a class at the studio at a later date.

The results speak for themselves! Coverage was secured in some of Toronto’s top media outlets including Toronto Life, Blog TO, CP24, Best Health Magazine and the Toronto Star among others. The local MP who attended the event provided a glowing recommendation in her newsletter, sent to 25,000 area residents. Plus, Cycle Bar was able to sell out their month of free classes. It was a win-win for everyone involved.

Berczy Park

The city of Toronto needed help promoting the re-launch of a beloved park and gathering place during a year inundated with Canada’s 150 media coverage. On Q Communications won the Request for Proposal (RFP) and in turn provided PR support to the city. Berczy Park, a gathering spot for dogs and dog lovers alike, was set to relaunch following an extensive rejuvenation project by famous Canadian architect, Claude Cormier, known for his work on landmarks like The Four Seasons Hotel and Residences and the Royal Ontario Museum, both in Toronto.

The event was a huge success, attended by community members and leaders including Mayor John Tory and city council members. Direct outreach to media in Toronto resulted in coverage in top tier outlets including CBC, CP24, Breakfast Television, Globe and Mail, CTV Toronto, Metro News and many more. The relaunch included free entertainment and delicious eats.

As we set our sights to a brand new year, we want to wish all our clients, partners and social media followers a successful 2018. We look forward to many more successful PR campaigns and creative collaborations in the year ahead.


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