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.
Hundreds of buyers lined-up at the WestStone Properties Evolve sales centre for an opportunity to buy a home in the 35-storey concrete condo tower in Surrey, which boasts prices starting at $93,900 during pre-construction.
Avigilon provides end-to-end security solutions for businesses. Peak worked with Avigilon to tell its story as one of Canada’s fastest growing technology companies.
The Dr. Peter AIDS Foundation provides HIV care and support for people living with HIV who face additional health and social disparities. The Dr. Peter Centre day health program, enhanced supportive housing program and 24-hr specialized nursing care residence effectively engage people in HIV treatment. It is a model of care that is improving people’s health and inspiring healthcare providers around the world.
Between 2010 and 2013, Peak was engaged by Dr. Peter AIDS Foundation to increase awareness for the organization that would ultimately provide it with longer-term funding and support.
Peak leveraged key dates, milestones, personalities, case studies and fundraising events to secure quality media coverage for the non-profit.
This included World AIDS Day, XIX International AIDS Conference in Washington D.C., and the 20th anniversary of Dr. Peter’s death.
Media coverage was achieved through a range of tactics including news releases, features, op-eds, media tours and by monitoring and responding to hot topics in the news. Peak also supported the Dr. Peter team on issues management when needed.
Over a three year period, Peak secured well over 150 quality coverage hits in top tier media including CBC, CTV, The Globe & Mail, Vancouver Sun, The Province, Georgia Straight and Metro.
The Nature Trust of British Columbia is a non-profit land conservation organization that acquires and manages ecologically significant land in BC.
Peak has worked alongside The Nature Trust of British Columbia since 2013 to boost brand awareness, and promote the organization’s mandate to exclusively protect land in the province.
Peak created and executed a streamlined, cost-effective media relations campaign that generated widespread coverage across British Columbia, Washington state and Canada-wide.
The campaign platform, in line with the organization’s tag line, is “Conserving land in B.C. for future generations.”
Over an 18 month campaign, Peak has generated over 110 pieces of media coverage for the organization, including in The Vancouver Sun, The Huffington Post, Global BC, VanCity Buzz, CBC Kelowna, Global Okanagan, CTV Vancouver Island and much more.
A leading dietary supplement development company, SAGA Sciences researches, creates and develops the world’s most potent and effective sports supplements. SAGA Sciences is the umbrella company for two major sport supplements brands, SD Pharmaceuticals and PharmaFreak, both of which have international distribution.
Peak has been working with SAGA Sciences since 2012 to raise brand awareness among its target audience in Canada.
Peak created and executed a national media relations and digital campaign.
The tactics used included the following:
In 2013 alone, the campaign achieved the following:
Peak worked on a monthly retainer with Pacific Blue Cross for four years.
An example of the work we did can be shown by Pacific Blue Cross’s launch of an innovative free online tool called the Pharmacy Compass. The tool helps consumers find better prices for their medications by comparing drug costs and dispensing fees at pharmacy locations across B.C.
The Pharmacy Compass also provides the generic equivalent to brand name drugs and the cost difference between them. Generic drugs listed with PharmaCare typically cost 35 per cent of brand-name drugs in B.C.
We felt the story hit a number of key news buttons – it was a new and innovative tool, the company was headquartered locally (Burnaby), and, most importantly, the Pharmacy Compass directly affected the wallets and health of people the media are trying to reach with their news.
The launch and media campaign were a runaway success. The story was front page headline news in the Vancouver Sun, it was a top story on Global BC, CTV Vancouver and Chek News on the Island. Pacific Blue Cross representative Leza Muir also did interviews on CFAX and Fairchild TV.
The media attention boosted traffic to Pacific Blue Cross’s website literally overnight. There were some 11,200 hits in the first 48 hours and more than 16,000 hits in the first week. The extensive preparation by Pacific Blue Cross and messaging also paid off – the organization was well prepared to respond to various inquiries about the new service from the media, its customers and the public.
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.
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.
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.
The Garage Sale Luxury Auction House specializes in auctioning luxury real estate in Canada. The company’s purpose is to provide a method for buying and selling high end real estate that serves buyers and sellers in a more efficient and streamlined way.
The Garage Sale Luxury Auction House wanted to publicize its upcoming BC Cancer Foundation charity auction house: Madrona Grove.
Donated by Robert and Diane Conconi, Madrona Grove was a luxury oceanfront home on Pender Island, B.C. which was donated as a token of gratitude for the care Robert Conconi received while undergoing cancer treatment at the BC Cancer Agency.
The client sought publicity to increase registered bidders for the home’s auction.
The campaign program was two-fold:
The media fam was a success, filling the seaplane with six key media targets and generating enough quality media exposure to generate over 2,024 hits to their website the day after the tour; the highest website traffic the client has ever seen on one day.
Overall, the media coverage resulted in:
Madrona Grove sold for $725,000.
Harbour Air Group, consisting of Harbour Air Seaplanes, Westcoast Air and Whistler Air, has become the largest all-seaplane company in the world. Harbour Air has been in business for over 30 years and has more than 40 aircrafts.
Harbour Air came to Peak in 2013 originally for media training, and soon realized the benefit that pro-active media relations and crisis preparation could bring.
The goal of the PR program was two-fold:
Peak works with Harbour Air to provide communications support in several key areas:
Peak has successfully provided crisis council on various issues and aided the company in increasing its already strong brand recognition.
Since 2013 over 100 pieces of print, TV, radio, trade and online coverage have been achieved. Highlights include:
Peak still works with Harbour Air today.
