Peak Communicators
November 12, 2019

Concord Pacific Dragon Boat Festival

Client objective

After an outstanding media success on Vancouver’s 30th anniversary of the dragon boat festival in 2018, how would Peak attract another 90 media hits, in addition to the 28 event listings a year later? The goal was to attract the same or more media coverage, in advance of and during the festival.

The Campaign

Peak went out and pitched the same media for stories, interviews and calendar event listings. We crafted creative profiles and backgrounders. In early June, three weeks before the festival, Peak held a news conference to preview the Concord Pacific Dragon Boat Festival and unveil a new light-weight dragon boat that was in development. We also gave media the opportunity to get into the newly built boat and race against the older models.

The Results

In 2019, Peak drove an astounding 68 per cent more media coverage than in 2018. This is one of Vancouver’s biggest annual festivals and fun events, so it is worthy of repeat coverage. The morning news conference with real news received a significant amount of media coverage in the lead-up to the festival itself. That was a differentiator. Peak also harnessed established media relationships to ensure success in 2019.

Tags:

September 13, 2017

Victoria Ullrich

Sector experience

Sports, Corporate and Social Enterprise

Career background

I spent two seasons working for the Vancouver Canucks. In my second year with the Canucks I joined the Media Relations Department, where I honed in on my passion for the industry.

Education

Bachelors of Arts (B.A.) Majoring in Communications with a Minor in Print & Digital Publishing and Co-operative Education Distinction from Simon Fraser University

Volunteer experience

I currently volunteer with the Canucks for Kids Fund.

If you were going to write an autobiography, what would it be called? 

The best is yet to come: a tale of pushing yourself to achieve your dreams.

Career highlight

Profiling families who benefit from the Canucks for Kids Fund (CFKF) in order to raise awareness and funds for the cause. Meeting these deserving families and sharing their stories was a heartwarming experience.

Favourite part of Peak life

The people! Peak nurtures a positive and collaborate environment, with ample opportunity to develop and grow professionally.

Favourite social media site

Instagram

Favourite B.C. pastime 

Hiking

Secret talent 

I have a great memory when it comes to song lyrics, my friends call me a walking karaoke machine.