F-Pacific Optical Communications Co. Ltd. announced the establishment of their North American headquarters in Vancouver and plans to open a new manufacturing plant in Surrey that would create 200 jobs. The campaign resulted in over 50 pieces of coverage, equating to over 47 million impressions.
F-Pacific Optical Communications is the Canadian subsidiary of China Fiber Optic Network System Group Ltd. (CFONSG) – China’s largest manufacturer of fiber optic connectors. F-Pacific Optical operates the first zirconia ferrule blanks production line in North America. It is the only company that has this unique technique to manufacture these ferrule blanks, which are universally used in the expanding fibre optic market. Fibre optic technology allows for faster internet speeds than any other infrastructure and is being adopted by major telecommunications companies across Canada. Peak was engaged to announce the opening of F-Pacific’s North American head office in Vancouver with a news conference.
Peak executed a two-month-long media relations campaign focusing on the opening of the company’s China Fibre Optic Network System Group North American Head Office – F–Pacific Optical Communication office in Vancouver to raise the profile and build reputation for F-Pacific in both Canada and China to create business and investment opportunities for the company and its products while attracting the most skilled employees available.
Peak targeted local news outlets, specifically business and Asian media. The outreach was also targeted at technology trade publications.
Peak worked closely with HQ Vancouver to manage the strategic logistics of hosting ministers from the federal and provincial level to take part as speakers at the news conference.
Peak was also engaged to media train the CEO and key spokesperson for F-Pacific.
We achieved the following:
50+ pieces of earned and owned coverage in top tier local business media, Asian media and trade publications.
Coverage included placement in The Vancouver Sun, Business in Vancouver, Global TV, Fairchild TV, OMNI, Sing Tao, Ming Pao, Tech Vibes, and Canadian Electronics.
Avigilon designs and manufactures high-definition video surveillance solutions. In 2012, Avigilon was named the fastest growing technology company in Canada on the Deloitte Technology Fast 50 and Cantech’s TSX Tech Stock of the Year.
Peak was brought onboard in early 2012 to raise Avigilon’s brand awareness in the business communities across Canada.
Peak developed a media relations campaign that showcased Avigilon’s superior surveillance solutions and products in tier-one Canadian business titles.
The campaign centered on news hijacking, which involved identifying stories or hot topics in the media that Avigilon could comment on. For example, the anniversary of the Vancouver riots or the surveillance needs of retailers in the run-up to Christmas. The news hijacking was complemented by a creative features schedule and sourcing and securing profile opportunities for executives.
Peak also worked with Avigilon to promote its core product announcements. The major launch of 2012 was a new surveillance software system called Avigilon Control Center (ACC) 5.0. To make this news mainstream, Peak tied the futuristic technology into the 10th anniversary of the Tom Cruise film ‘Minority Report,’ demonstrating how the technology featured in the film had now become a reality.
In 12 months, Peak achieved the following:
54 pieces of coverage in top-tier Canadian business outlets
4 million impressions among key audiences
Coverage equating to the Advertising Value Equivalent (AVE) of over $421,000
Coverage in the Financial Post, Globe and Mail, Global TV and BNN
Caya, a sophisticated brand of boutiques powered by TELUS, wanted to raise brand and product awareness among consumers in the Greater Vancouver area.
Peak and the internal Caya marketing team worked collaboratively to create a 12-month media relations campaign using key annual milestones—including Mother’s Day, Father’s Day and the Holiday season—to position Caya as the go-to boutique for stylish and unique gifts. This publicity was enhanced by consumer contests with key media outlets and Vancouver-based influencers to promote the breadth of Caya’s product range which includes the latest smartphones, a curated camera selection, photo printing/keepsakes and stylish accessories.
Peak and Caya also hosted an in-store blogger event as well as leveraged media coverage around Caya’s sponsorships of Le Dîner en Blanc®, The OPUS Street Party and Make Music Vancouver.
108 pieces of coverage in local media
6 million impressions among key audiences
Signature product publicity secured on Global TV and CTV Morning Live
Caya trended on Twitter during the Miss 604 contest
Burton Software is a leading North American technology company that produces innovative food safety software, to help food producers and food manufacturers improve the quality and safety of their products. Burton Software’s tools are cloud-based and user-friendly—they automate fragmented and largely manual food safety procedures by using advanced technology to manage food safety planning, e-document and safety certifications, and conduct real-time food plant inspections.
Burton Software engaged Peak to raise brand awareness and to educate potential customers in select North American markets about its flagship product, Icicle, via a public relations and social media campaign.
Peak worked with Burton Software over a three month period to execute a multi-channel, traditional and social media campaign that targeted key business, trade and technology markets in North America.
Given the technical nature of Icicle, Peak prioritized developing a portfolio of explanatory communications materials to educate and inform the target market. Peak then identified and monitored industry trends, interests and topical news to leverage as “story hooks,” and subsequently pitched relevant stories to key media to secure quality coverage.
For the social component of the campaign, Peak’s social media team identified online opinion leaders and influential bloggers, and established enduring relationships with them to secure monthly blog placements, boost inbound traffic to the Burton Software website, and raise search engine rankings.
The campaign’s media relations component enabled Burton Software to secure quality media coverage in reputable North American outlets. It enhanced Burton Software’s online brand presence among multiple social media channels, including LinkedIn, Facebook and Twitter and supported Burton Software to develop partnerships with high-tech and influential bloggers in the food safety industry.
Key results include:
Articles placed in the Huffington Post & Business in Vancouver
Monthly column in Food Quality News
Increased inbound web traffic and further engagement across all social media channels
TELUS International is a global provider of customer service and contact centre outsourcing solutions. TELUS International has partnered with Peak since 2010 to increase its brand awareness in the trade and business media.
Peak created a staged media relations and social media campaign for TELUS International, to position the company as a customer service outsourcing expert and thought leader.
Peak targeted top tier US and UK media including business, contact centre and outsourcing publications, as well as trade titles for consumer electronics, financial, telco, utilities and retail. Publications in Europe, Australia and New Zealand were a secondary focus.
To achieve coverage, Peak pitched feature ideas, profile opportunities and opinion pieces, and pursued editorial calendar opportunities.
Peak also developed a publicity strategy for each whitepaper released by TELUS International, in addition to capitalizing on the company’s speaker program by arranging journalist briefings on-site at global events.
The campaign’s social media component enhanced TELUS International’s brand on blog collectives, Twitter, LinkedIn, Delicious, YouTube, Facebook and Google+.
In 2013 alone, we achieved the following:
50+ pieces of earned and owned coverage in top tier trade publications – online and print
Coverage included placement on Forbes.com, Fast Company, Financial Times, Internet Retailer and Globe and Mail
Owned blog posts secured in The Social Customer, The Customer Collective and Social Media Today
Vancouver developer Reliance Properties approached Peak to help promote ‘micro-lofts’ in the Downtown Eastside. The apartments were the smallest rental units in Canada at the time. Space-saving design principles from Europe and Asia were a major influence in creating the ‘micro-loft’ design.
The construction company took 25 per cent off the cost of construction, which represented a $1 million saving making the venture possible. The City of Vancouver agreed to allow the conversion from single-room occupancy zoning to market rental. The heritage density credit was then transferred to a planned development at Burrard and Drake.
The campaign began in 2010 with a news conference announcing the conversion of the Burns Block hotel into rental ‘micro-lofts.’ The campaign wrapped up in 2011 with another news conference and media tour of the completed lofts – tenants were on hand to show off their accommodations. Throughout the campaign interest from potential renters greatly exceeded the number of suites available.
the key results
The campaign achieved international coverage and attention. New York City’s Mayor Bloomberg pointed to the project as an example of an innovative approach to real estate. Reliance was invited to New York to demonstrate the success of the micro model. The city subsequently implemented a major micro-loft design initiative.
The two news announcements combined for some 170 media hits, including: