Client objective
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.
Campaign
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.”
Key results
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.
Client
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.
Client Objective
Peak has been working with SAGA Sciences since 2012 to raise brand awareness among its target audience in Canada.
Campaign
Peak created and executed a national media relations and digital campaign.
The tactics used included the following:
- Proactive media relations activity, including drafting and placing thought leadership articles
- An awards program to identify opportunities and compile entries
- A target blogger ambassador program that gave bloggers the opportunity to experience the products first-hand
- A content program to create engaging content for the brand’s followers
Key Results
In 2013 alone, the campaign achieved the following:
- 153 pieces of media coverage, an increase of 665 per cent from the previous year
- 32 bloggers conduct product reviews and engaged in social chatter about the brand
- Engagement increased and continues to increase among the client’s target audience base
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.
Client objective
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.
Campaign
The campaign program was two-fold:
- Leverage Robert and Diane’s story for media exposure
- Coordinate a media fam which saw key outlets fly out to Pender Island to experience the house for themselves
Key results
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:
- A total of 49 media mentions on print, online, TV and radio
- A total of 17.5 million impressions
- 43 unique bidder leads directly referred through media exposure (or, an additional 28 per cent) for the auction
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.
Client objective
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:
- Prepare for issues and ensure communications to stakeholders were effectively and efficiently executed
- Increase brand exposure in the Lower Mainland and Vancouver Island
Campaign
Peak works with Harbour Air to provide communications support in several key areas:
- Identify and share newsworthy stories with media
- Provide counsel on issues management
- Assist in partnership relations
- Social media campaign support
Key results
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:
- Securing stories on the front page of the business section of the Vancouver Sun and Times Colonist several times
- Coverage in every traditional print publication in every market they operate
- Nearly 40 million impressions across the Lower Mainland
Peak still works with Harbour Air today.
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
The City of Trail had a long outdated image of being a dirty smelter town that couldn’t be further from the truth. Although Teck Resources lead and zinc smelter has operated in Trail for over a century, the company had spent a billion dollars making enormous improvements to air and water emissions. Trail is a beautiful southern B.C. city right on the Columbia River but it needed a new image.
Client objective
The City of Trail brought Peak on board to act as an extension of its communications function. The goal was to highlight the benefits of Trail for people looking to travel, move to the region permanently or do business in the city.
Campaign
Peak worked with the City of Trail for over a decade. Our scope of work ranged from issues management and public consultation to media relations and communications counsel.
At the heart of the PR program was the e-newsletter we created quarterly, which contained a number of local stories that had potential for national appeal. This e-newsletter was pitched to journalists, who then selected their favourite stories for publication. A selection of journalists came to know and expect this newsletter as a source of real-life stories.
Key results
Over a three year period, we secured 200+ articles online and traditional media hits for the City, promoting a variety of community and cultural stories. These stories highlighted the benefits of Trail as somewhere to live and work, and a city worth visiting as a tourist.
One story highlighting the inexpensive homes for sale overlooking the Columbia River resulted in a housing boom in Trail, new families moving into the City and business being started.
Evolve is the second of six towers to be built in West Village, WestStone Group’s master-planned community in Surrey City Centre. West Village is the largest piece of connected development land in Surrey City Centre. Over the next seven years, there will be 2,800 homes built in this community—connecting all residents to the core of Surrey City Centre, offering easy access to transit, grocery stores, education institutions, a large shopping mall and a diverse mix of culture, arts, recreational facilities and parkland. The expected occupancy date for the 35-storey concrete tower Evolve is 2018.
Client objective
Working with the WestStone Group and their marketing firm Platinum Project Marketing, the goal was to build waves of publicity around Evolve leading up to the sales launch in April 2015. To sell 406 condominiums in a flat market would take excellent quality design and construction, great prices and lots of marketing noise on line and in traditional media.
Campaign
Three parts:
News Conference – January 20, 2015 – Peak hosted and orchestrated a news conference to unveil “In-Real-Dimension,” an augmented reality technology which gives home shoppers a multi-dimensional viewing experience of the new building and floor plan layouts in the sales centre. Evolve, by the WestStone Group, is a 35-storey concrete tower with 406 homes in Surrey. TV news stories showed Surrey mayor Linda Hepner manipulating a ‘virtual’ model of the high rise in the palm of her hand, demonstrating how it enhances the home buying experience. Most media coverage highlighted the great prices, starting at $93,900.
Financial Incentives – March 17, 2015 – In advance of the sales launch we went to real estate and business media with the announcement that WestStone, Platinum Project Marketing and their lenders announced a promotion to the first 200 purchasers of a luxury condo at Evolve in Surrey: own for as little as one dollar per day. The first year’s mortgage starts at the price of a dollar a day.
Launch Day – April 11, 2015 – Hundreds of buyers lined-up for hours at the Evolve sales centre, with the hopes of buying a low-priced home in Surrey’s newest concrete condo tower. TV news and print stories captured the line-up and excited buyers who were in a frenzy to buy once the doors opened. There were 48 deal writers and a marketing staff of 100 on site. The news media were on hand to document the 350 sales that happened that opening weekend.
Key results
The WestStone Group and Platinum Project Marketing needed to sell hundreds of homes quickly and they did. Peak and Platinum worked together to devise media messaging and opportunities. We secured dozens of online articles and traditional media hits in each phase of the campaign. In the process, Evolve stood out among the most renowned of the new projects in Surrey’s Central City neighborhood in 2015 and the WestStone Group continues to be regarded as an industry leader.
Client Objective
The BiBo reached out to Peak to assist with the launch of its weekend brunch menu after working with Peak to successfully launch the restaurant the previous year.
Campaign
Peak planned, managed and executed an exclusive launch event at the restaurant for select local media and influencers. Wanting to highlight the brand heritage and its authenticity, BiBo offered its VIP guests samples of unique Italian brunch dishes paired with its exclusive wine. The event provided the owners with an ideal opportunity to mingle with media while educating influencers on their carefully selected ingredients.
Key Results
- More than 35 media and influencers attended the event
- More than 20 positive coverage hits and reviews were secured, both online and offline
- An estimated PR value of over $132,000 for the campaign
- A total of more than 540,000 campaign media impressions
Client Objective
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.
Campaign
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.
Key Results
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
Client Objective
Locally owned and operated, Able Auctions conducts a variety of auction sales every week, offering office furniture and equipment, municipal surplus and specialty sales of everything from arcade games to sound studio equipment. Able Auctions has locations in Vancouver, Langley, Abbotsford, Nanaimo and Calgary. Peak has publicized a wide variety of auctions for Able annually since 2003. Peak creates media buzz and increases attendees at their auctions.
Campaign
Peak creates auction-specific media relations campaigns for Able Auctions to help increase brand awareness and bring more bidders to their auctions.
Peak targets print, blogs, T.V. news and radio.
To achieve coverage, Peak sets up a media preview prior to the auction and invites media to check out the lots ahead of the public previews.
Key Results
In 2014 alone, Peak worked six specialty auctions for Able. We achieved the following:
- Over 300 pieces of earned and owned coverage in top tier local publications – online, print, radio, and T.V.
- Over 81 million impressions
- Coverage included placement in The Globe and Mail, The Vancouver Sun, The Province, Sing Tao, Ming Pao, 24 Hours, Metro News, Global TV, CBC, CTV, and News 1130
