Client Objective
Fitness Town originally came to Peak to launch its 90 Day Family Fitness Challenge. After the success of this initial campaign, Peak worked to secure further coverage for the brand in community, consumer, lifestyle and fitness media across Western Canada. Fitness Town has been a project-based client for three years now.
Campaign
- Monitored news daily to identify any news hijacking opportunities for spokesperson comment
- Worked with local ambassadors including Tommy Europe to secure attendance at media events and give interviews on behalf of the brand
- Pitched some of the brand’s most innovative products, e.g. Power Plate
- Drafted creative Christmas gift guide pitches and positioned key products as must-haves for the season
- Brainstormed and drafted seasonal features: e.g. New Year trends and tips
- Worked with marketing agency to generate new research for media pitching
- Planned and managed the brand’s first Twitter Chat which trended in the first hour
Key Results
- 162 pieces of quality coverage in local, trade and vertical media
- 9 million impressions among key audiences
- Key highlights include Huffington Post, Georgia Straight, News1130, Metro, 24 Hours, The Province, Vancouver Sun, Winnipeg Sun, Edmonton Sun, Surrey Leader, CBC, CityTV, Shaw TV
Client Objective
Caya, a sophisticated brand of boutiques powered by TELUS, wanted to raise brand and product awareness among consumers in the Greater Vancouver area.
Campaign
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.
Key Results
Client objective
The Lax Kw’alaams and Peak have worked successfully together on a number of initiatives, including the launch of an engineering joint venture and the rebrand of their fish processing plant in northern B.C. The band recently approached Peak to help raise awareness of the success of the fish plant both at federal government and local community level. The band wanted to demonstrate the profitability of the plant and its positive impact on the local economy, as well as engage key government stakeholders. The plant’s prosperity was also a chance for the band to demonstrate the success of the federal government’s Pacific Integrated Commercial Fisheries Initiative (PICFI). The band was hoping for the program to continue and was looking for a positive story to coincide with a federal delegation’s visit to the community.
Campaign
Peak utilized the economic milestone of the fish plant’s payroll hitting $1.5 million annually as a news hook in order to pitch a news release to B.C. and Alberta print, TV and radio media. Peak secured numerous interviews for the fish plant’s general manager.
Key results
Peak achieved quality coverage in a range of print and broadcast outlets in both Vancouver, Northern, B.C. and Alberta including:
- The front page of the Vancouver Sun business section
- C. Business
- CBC Daybreak North
- Calgary Herald
- Edmonton Journal
- The Northern View
- C. Local News
- CJFW FM
According to the band’s administrator Wayne Drury: “The coverage from the Vancouver Sun story alone was worth $5 million to the community.”
The Vancouver Sun cover story appeared a day before the visit from the federal ministers, prompting them to publicly champion the story, the band and the PICFI program. Minister of Industry James Moore tweeted about the fish plant and engaged in a robust social conversation on the topic. The PICFI program is currently under review, but the probability of an extension is high.
Client Objective
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.
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.
Key Results
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
Client Objective
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.
Campaign
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+.
Key Results
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
- 37 per cent increase in Twitter followers
- 80 per cent increase in LinkedIn connections
Client objective
The university wanted to utilize a new five-year plan as an opportunity to rebrand as ‘Canada’s connected university’. To enhance its reputation, SFU’s vision is to be the leading engaged university in Canada, defined by its integration of innovative education, cutting-edge research and community connections.
Campaign
SFU Engage was an interactive, multimedia campaign designed to enhance SFU’s reputation as Canada’s most engaged university: engaging research, engaging students, engaging communities. Peak partnered with Karo Group, a leading marketing-communications firm in Vancouver, to create and execute a five-year plan to rebrand SFU as a connected university, and to publicize that rebranding. The university’s tagline became, “Engaging the world.” Karo carried out the rebranding and Peak planned and executed the social media and publicity campaigns. Key messages included SFU’s commitment to the community and the direct parallel between education and lifelong success.
Key results
- 23 million impressions through out-of-home (transit) advertising
- More than three million impressions in traditional print and online outlets
- One million impressions in print advertising
- More than 500,000 impressions in social media outlets
- Nearly 40 hits in traditional and digital media outlets
- A full house at the vision statement launch event at the Bill Reid Gallery at SFU’s downtown campus, where students, staff, faculty, alumni, government and media were introduced to the new vision and tagline
- Interviews with President Andrew Petter on CBC’s The Early Edition and CKNW’s Bill Good Show celebrating the launch of SFU’s new vision statement
- Production of a powerful video and visually arresting pop-banners showing how SFU is engaging the world through its new vision. The video and banners have already been used again at internal and external events to engage audiences and promote SFU
- Successful contest drawing stakeholders from Facebook and other online platforms to the SFU Engage microsite. The opportunity to win an SFU-Haida Gwaii experience was a key element in engaging audiences in the campaign
- A National Aboriginal Day op-ed in the Vancouver Sun by SFU student Kathryn Ovenell-Carter discussing aboriginal teaching methodologies and how they can be applied to students from all cultures and ethnicities. Kathryn’s op-ed also ran in The Tyee
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
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:
- Front page of the National Post
- Front page of the Globe and Mail
- USA Today
- Yahoo Canada
- MSN
- Bloomberg BusinessWeek
- Huffington Post
- Vancouver Sun
- CBC
- Global TV
- CTV
