Client Objective

Prior to the sale of Canada’s smallest condominiums—Balance micro-suites—developer, Tien Sher, wanted to raise wide-spread brand awareness and encourage potential buyers to attend the opening of the sales centre.

The Campaign

Tien Sher worked closely with the Peak team to boost print, online, TV and radio media attendance at the initial opening of the sales centre, by pitching the Balance micro-suites as “Canada’s smallest ever condos,” measuring 305 square feet or smaller.

The Results

The campaign saw many media outlets attend the sales centre opening, to shoot live footage and interview key spokespeople from Tien Sher. Extensive media coverage was secured throughout metro Vancouver and wider Canada, including print, online, television and radio media hits, with a total circulation rate of over 20,000,000. Key media outlets included; Global BC, The Province, Vancouver Sun, CTV, The National Post, The Ottawa Citizen, Montreal Gazette.

Client Objective

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.

Campaign

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.

Key Results

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.
• 47 million impressions achieved in total

If you have a public announcement to make, a cause to promote or simply a reason to celebrate, then an organized event can be a great way of communicating with stakeholders.

We’ve organized events on every scale, for groups of 10 to 100,000. We’ve hosted over 100 events since the agency was founded, some lasting an hour, some lasting up to three days.

The events we plan are successful because our team takes a considered approach to each event to generate the greatest awareness, attendance and media coverage.

We also provide a full event post-mortem to identify what worked – and what didn’t – and how to create an even better event the next time around.

We are a one-stop shop for event management and we excel at event visualization and incorporating concepts that surprise and delight the audience.

Other services that form part of the event management package include:

• Managing all logistics, from sound systems to entertainment
• Securing speakers and VIP guests
• Creating content such as invitations and event programs
• Factoring in media relations and inviting journalists (if relevant)
• Providing on-the-day event direction and management
• Executing real-time social media updates as the event unfolds
• Hosting or chairing the event as a whole, or individual panel/speaker sessions

Let us deal with the logistics of event planning where possible so that you can enjoy announcing your company’s newest campaign or celebrating your latest milestone to its fullest.

Career background

Television producer/director, publisher and writer. A founding partner of Peak in 2003

Education

BA in Communications and MPub (Publishing)

Furthest flung place you’ve lived?

Terrace, B.C., while working in TV at the Tall Totem Network

Favourite part of Peak life

Ringing the bell to welcome a new client to our team, and recognizing our employee of the month with the Peak Communicators Award

Career highlight

In the early PR years, getting paid on a “pay-per-hit” basis. I had a $28,000 month with one client

PR role model and why

Jim Walsh, owner of Walsh PR in Dublin for close to 40 years. He’s a quiet, humble guy who is an effective leader and always in the bar for last call

Favourite BC pastime

Hockey. Playing and/or watching it

Languages

Rough French

Secret talent

Painting (on canvas)

Random fact

In college I heard I would probably work in seven different jobs within my career. I didn’t see it at the time, but it came to pass

Specializations

Media relations, crisis management, internal communications and event management

SECTOR EXPERIENCE

Technology, health, environment, retail, non-profit

Career background

10 years of agency experience in the UK and Canada

EDUCATION

MA in Postcolonial Literature from Leeds University

VOLUNTEER EXPERIENCE

Currently the Communications Director at the Canadian Public Relations Society in Vancouver

IF YOU WERE GOING TO WRITE AN AUTOBIOGRAPHY, WHAT WOULD IT BE CALLED?

Ticking off the ‘To Do’ List

FURTHEST FLUNG CITY YOU’VE LIVED IN?

London, UK

FAVOURITE PART OF PEAK LIFE

Ringing the bell to celebrate a new client joining our ranks

CAREER HIGHLIGHT

Managing a client’s communications during the UK’s infamous phone hijacking scandal that resulted in the country’s most long standing newspaper closing down

FAVOURITE BC PASTIME

Hiking, skiing and surfing – the outdoor life in BC is an adventurer’s playground

RANDOM FACT

Charlotte was recognized as one of Canada’s 30 Under 30 PRs by PR in Canada in 2014

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.

Please visit the MR MIKES case study page for more information on the previous work we’ve done for this client.

Tags: brand journalism, event management, Mr. Mikes PR, sponsorship, Vancouver PR, Vancouver public relations