Peak Communicators
August 7, 2015

MR MIKES SteakhouseCasual

MR MIKES SteakhouseCasual launched a brand awareness campaign called ‘Mikes Unite’ to gather a record number of Mikes and Michaels in Regina. The campaign raised $30,550 in support of KidSport. Donations went back to kids in all 26 MR MIKES communities in Western Canada.

www.mrmikes.ca

July 29, 2015

MR MIKES SteakhouseCasual

Client Objective

Peak has had a successful and ongoing partnership with RAMMP Hospitality Brands for the past several years. Originally engaged to secure media coverage for RAMMP Hospitality in local and national business media, Peak continues to support the objectives of the management group through strategic media relations for RAMMP Hospitality brands, MR. MIKES and The Pantry.

Campaign

Peak has secured top tier media coverage for RAMMP Hospitality across Western Canada by leveraging its ambitious market growth plans and its impressive executive profiles. To build on this exposure, Peak focused its efforts on the MR. MIKES brand, showcasing its strong heritage and contribution to communities across B.C. and beyond.

More recently, Peak has supported RAMMP Hospitality in its efforts to launch multiple restaurants in Western Canada. In addition to local media outreach, Peak provided RAMMP Hospitality’s marketing team with a comprehensive package of customized template media materials for use in future launches.

Key Results

Overall, the ongoing campaigns have generated more than 25 business media hits including stories in the Financial Post, Vancouver Sun, Western Investor, Business in Vancouver and Global TV.

July 27, 2015

City of Trail

The City of Trail had a long outdated image of being a dirty smelter town that couldn’t be further from the truth. Although Teck Resources lead and zinc smelter has operated in Trail for over a century, the company had spent a billion dollars making enormous improvements to air and water emissions. Trail is a beautiful southern B.C. city right on the Columbia River but it needed a new image.

Client objective

The City of Trail brought Peak on board to act as an extension of its communications function. The goal was to highlight the benefits of Trail for people looking to travel, move to the region permanently or do business in the city.

Campaign

Peak worked with the City of Trail for over a decade. Our scope of work ranged from issues management and public consultation to media relations and communications counsel.

At the heart of the PR program was the e-newsletter we created quarterly, which contained a number of local stories that had potential for national appeal. This e-newsletter was pitched to journalists, who then selected their favourite stories for publication. A selection of journalists came to know and expect this newsletter as a source of real-life stories.

Key results

Over a three year period, we secured 200+ articles online and traditional media hits for the City, promoting a variety of community and cultural stories. These stories highlighted the benefits of Trail as somewhere to live and work, and a city worth visiting as a tourist.

One story highlighting the inexpensive homes for sale overlooking the Columbia River resulted in a housing boom in Trail, new families moving into the City and business being started.

July 27, 2015

The BiBo

Client Objective

The BiBo reached out to Peak to assist with the launch of its weekend brunch menu after working with Peak to successfully launch the restaurant the previous year.

Campaign

Peak planned, managed and executed an exclusive launch event at the restaurant for select local media and influencers. Wanting to highlight the brand heritage and its authenticity, BiBo offered its VIP guests samples of unique Italian brunch dishes paired with its exclusive wine. The event provided the owners with an ideal opportunity to mingle with media while educating influencers on their carefully selected ingredients.

Key Results

  • More than 35 media and influencers attended the event
  • More than 20 positive coverage hits and reviews were secured, both online and offline
  • An estimated PR value of over $132,000 for the campaign
  • A total of more than 540,000 campaign media impressions