Optimum PR

Challenge

• As a sponsor of the Canadian Olympic and Paralympic Teams, Bell was eager to develop a program to raise awareness of Bell’s role as a Canadian Olympic Committee sponsor and Canada’s leading telecommunications provider.
• Bell was seeking a communication initiative that would touch English and French speaking Canadians, while reaching communities in Bell’s key markets. The solution needed to build momentum and excitement for the Olympics, and showcase Bell as a provider of leading-edge technology.

Solution

• As Bell’s agency of record, Optimum worked to provide an answer to the challenge. It was realized in the form of Bell TechnoSport, a 1,000-square-foot mobile interactive pavilion, housed in two 40-foot travel trailers.
• The pavilion, meant to simulate athletic training facilities of the future, was retrofitted with Bell’s innovative technology. Once pavilion building commenced, Optimum created, planned and executed a cross-Canada tour. The Optimum team aligned community stops with existing Bell sponsored events, including the Calgary Stampede and Olympic Spirit Festival (Toronto).
• A print campaign was designed and scheduled to appear in community newspapers to announce Bell TechnoSport’s arrival. Partners AMJ Campbell Van Lines and Petro Canada collaborated to support Bell TechoSport’s journey across the country.
• To reach the goal of connecting more Canadians to the Olympic spirit, a unique program called Athlete Connections was developed and integrated as an element of the tour. This program invited Canadians to send “Cheers” to athletes participating in the Athens Summer Games. Supporters had the option of texting, emailing or filming live messages of encouragement for our athletes, onsite at the TechnoSport pavilion.
• Through hands-on displays, Bell TechnoSport visitors experienced how technology could enhance the life of high-performance athletes training for future Olympics. Using Bell technology, a team of virtual trainers guided visitors through a personalized journey of eight interactive stations. Each visitor received an identity cube that provided them with a personalized experience through various stations, such as “Know Me, Show Me” which incorporated bandwidth on demand, interactive television and Jestertek (gesture-based technology).
• To support the tour, Optimum developed media materials, planned launch events and distributed invitations for broadcast and print outlets to take one-on-one visits through Bell TechnoSport. Invitations were also extended to other external stakeholders, including municipal government and Chambers of Commerce members.
• In addition, an Optimum employee toured with Bell TechnoSport to oversee all logistical set-up requirements and community relations at each tour stop. A Bell representative and Bell-sponsored athlete were present at each launch event to host guests and media. The athletes spoke of their first-hand experiences participating in past Olympic Games and the increasing role technology was playing in their careers. To further engage Canadians of all ages, TechnoSport visitors were invited to nominate a local community sports organization to win $2004, donated by Bell.

Results

• For 106 days, starting May 29 through September 14, 2005, Bell TechnoSport travelled 14,000 km and visited 13 communities across Canada.
• Approximately 50,000 Canadians from coast to coast visited the pavilion, and more than $18,000 was donated to community sports organizations.

Team with Silken Laumann in Victoria

TechnoSport Know Me, Show Me

Challenge

• Chill is a learn-to-snowboard program for disadvantaged youth that runs in communities across North America. Following the successful inaugural year of the Chill program in Vancouver in 2005, 2010 Legacies Now wished to announce the continuation of the program into its second year, and launch the program for the first time in Prince George.

Solution

• Optimum advised a two-phase approach to the announcements. As the Prince George program commenced before Vancouver’s, Optimum recommended holding a press conference in Prince George to create excitement and added news-value around the launch. The press conference was timed to coincide with the presence of several government officials in Prince George. A range of speakers were organized to address the media at the conference including Shirley Bond (Minister of Education, Deputy Premier and Minister Responsible for Early Learning and Literacy); John Rustad (MLA Prince George); Don Basserman (Acting Mayor); spokespeople from Bell and 2010 Legacies Now, and Canadian Olympian Charmaine Crooks. The director of the Chill program throughout North America, Jenn Davis, also participated in the conference and accepted a Chill / Bell-branded snowboard on behalf of the Prince George program. The press conference was supported by media relations in Prince George and surrounding areas, a comprehensive press kit and interview opportunities with Prince George youth set to take part in the program.
• As the Vancouver program was entering its second year, Optimum recommended a smaller, more relaxed press event in this market. Key media were invited to gather footage of Chill participants gearing up for their first session on the mountain. Remarks were delivered by 2010 Legacies Now and Bell, including the presentation of a Bell / Chill branded snowboard to a participant from the 2005 program who had returned as a mentor in 2006. Media then proceeded to the ski hill where they gathered footage of the lesson in progress and the youth participating in the program.

Results

• All major Prince George media outlets attended the launch, resulting in extensive coverage of the press conference. News about the Chill program appeared in the Prince George Citizen, and on CKPG and CKPG-TV. The Vancouver second year launch also garnered quality media coverage, with in-depth stories on the program appearing on City TV and CTV, several radio stations, and key ethnic print and broadcast outlets.

Katherine Ringrose, 2010 Legacies Now, helps a Chill participant ‘boot up’ ahead of a night of snowboarding at Cypress Mountain.

Challenge

• Bell Canada asked Optimum to develop and execute a communications strategy to announce the company’s commitment of $1-million toward the Bell Community Sport Fund in 2006. The Sport Fund awards grants in the amount of $5,000 and $25,000 to community programs dedicated to improving access and participation among youth.

Solution

• In support of Bell’s national funding announcement, Optimum planned a news conference at a community centre in Vancouver’s Downtown Eastside neighbourhood.
• To reflect the announcement topic, Optimum chose the Strathcona Community Centre as the venue for the news conference. Because Strathcona had recently been awarded $25,000 from the Sport Fund for a soccer program, the venue offered a working example of the benefits of Bell’s initiative.
• Optimum arranged for children involved in the soccer program to be present at the announcement and coordinated a special soccer clinic led by members of the Vancouver Whitecaps professional soccer team.
• Optimum coordinated and oversaw all of the logistical planning for the news conference and was responsible for the development of all communications material, including speaking notes, media advisory, and news release.
• In addition, Optimum conducted all media relations associated with the announcement in Western Canada.

Results

• As a result of the media relations activities, Optimum secured coverage of the funding announcement on two of Vancouver’s evening news programs, as well as a highly positive article in the Vancouver Sun, B.C.’s top newspaper.

Bell Canada commits $1 million dollars to the Bell Community Sport Fund in 2006

Challenge

• To position Alcan Inc. as a global sustainability leader.

Solution

• In 2002, Optimum recommended that Alcan Inc. create the Alcan Prize for Sustainability as the platform for its corporate community investment program. The award is presented annually to a non-governmental, not-for-profit or civil society organization in recognition of outstanding contributions to economic, social, and environmental sustainability.
• Optimum has since been involved in every aspect of the development of this US $1 million award, including:
  • annual promotion of the award to eligible organizations through a combination of direct mail and earned media, keeping paid advertising to a minimum;
  • coordination of international media relations campaigns for the Prize, the announcement of the short lists and the announcement of the winners, and
  • coordination of the award-related events, most recently held (2008) in New Dehli, India.
• Media relations tactics associated with each event have included:
  • on-site production of a video news release (VNR), distributed by satellite to major news outlets around the world;
  • on-site media relations including distribution of media advisories and updates;
  • media conference planning and execution;
  • media materials development for translation into several languages, and
  • disseminating the story to international mainstream media, on the Worldwide Web and to trade and association newsletters

Results:

• Optimum’s media relations efforts in support of the launch of the Alcan Prize for Sustainability have resulted in global media hits in 117 outlets around the world. Coverage was tracked from the U.S., Canada, Brazil, Germany, Costa Rica, Australia, the United Kingdom, Italy, France, the Netherlands, Belgium, China, Geneva, Malaysia, Puerto Rico, and South Africa. Significant media hits to date have included RobTV, The Globe and Mail, Fast Company, and ABC Television.
• As a result of the entire program, the Alcan Prize for Sustainability has become well known and highly regarded by the international NGO community. Even in its first year, the Call for Entries attracted close to 500 qualified entries from 79 countries.
• The Prize has helped to position Alcan as a global sustainability leader and has created enormous opportunities for Alcan to build relationships with the NGO community.

Challenge

• Steadyhand Investment Funds, a new mutual fund company founded by Globe and Mail finance columnist Tom Bradley, sought media coverage to help raise awareness of the company’s launch and its unique offering to investors.

Solution

• Optimum developed and implemented a media relations campaign timed around a series of Steadyhand investor seminars in Vancouver, Calgary, Winnipeg, and Toronto.
• Leveraging Tom Bradley’s reputation as a trusted finance columnist, Optimum pitched local and national media on the opportunity to interview Tom to discuss his views on mutual fund investing and his reasons for launching Steadyhand.
• Where possible, media interviews were scheduled in advance of investor seminars to increase local interest and to help drive attendance.

Results

• Significant media coverage in all target markets including:
  • CBC Radio BC Almanac - Live 30-minute call-in show interview aired across B.C.
  • The Business Network with Chuck Regehr - Feature interview on CBC Radio’s national business news show
  • CityTV Breakfast Television Winnipeg - Live in-studio interview
  • BNN Market Morning - Live 10-minute interview aired nationally
  • Coverage also secured in the Winnipeg Free Press, CBC Radio Winnipeg, and Sing Tao Vancouver.
• Immediately following media coverage, Steadyhand experienced increased traffic to the company website. Total media impressions exceeded 1.2 million, resulting in a cost-per-contact of $0.007

Tom Bradley, President and Founder of Steadyhand Investment Funds appears on CityTV Winnipeg’s Breakfast Television to share his views on mutual funds and discuss the launch of his new company.

Challenge

• BuildDirect, the world’s leading online wholesaler of building products, asked Optimum to develop and execute a communications strategy that would help the company gain greater brand recognition.
• Although most of BuildDirect’s sales come from the U.S., the company continues to expand worldwide and was seeking opportunities that would give them global exposure.
• Optimum was asked to devise a strategy that would target contractors, retailers and other large-volume consumers and gain as much exposure as possible.

Solution

• After completing a successful, targeted media outreach campaign to trade and consumer publications in the building products industry, Optimum researched various partnership opportunities with recognized home renovation programs in the US and Canada that could provide broader coverage for the company.
• After completing a thorough analysis, Optimum engaged the popular renovation program, Holmes on Homes.
• Holmes on Homes has been the #1 show on HGTV Canada since summer 2004 and airs on Discovery Home US and in the UK, Australia, New Zealand and South Africa.
• Holmes on Homes was beginning a new project dubbed the Pasadena Renovation Rescue, its first renovation project to take place in the United States. The project was also being featured on the popular syndicated Ellen DeGeneres Show, which appears on NBC-affiliated networks, the Oxygen network and is aired daily on XM Radio.
• Optimum approached Holmes on Homes to determine if there was an opportunity for BuildDirect to become involved in the project.
• BuildDirect became one of the largest contributors to the project, donating over 1600 sq. ft. of flooring, 900 sq. ft. of slate, 700 sq. ft. of porcelain and 350 linear feet of decking.
• Optimum also leveraged BuildDirect’s contribution by coordinating local media opportunities in Pasadena and negotiating an on-camera appearance by Rob Banks, the co-founder of the company.
• Following Rob Banks appearance on Holmes on Homes, Optimum distributed a follow-up news release to Vancouver media, Pasadena media, and targeted trade magazines to encourage media to pursue the Pasadena Renovation story.

Results

• Rob Banks, the co-founder of BuildDirect appeared on Holmes on Homes, with branded t-shirt explaining the installation process of BuildDirect flooring products. The company was also featured in the credits of the show and on the Holmes on Homes website which receives in excess of 1 million hits per month.
• As of August 7, 2007, the episode featuring BuildDirect products has already aired 10 times on HGTV Canada resulting in over 2 million audience impressions. This episode has also been featured on Discovery Home in the United States, a digital specialty channel with 40 million subscribers. The episode is still scheduled to air on BBC Canada, Discovery Home and Leisure in the UK, the How To Channel in Australia, the Living Channel in New Zealand and the Home Channel in South Africa.
• BuildDirect products were also shown briefly during Mike Holmes’ appearance on the Ellen DeGeneres show to talk about the renovation project.
• Optimum secured coverage of BuildDirect’s participation in the project in the following media:
  • Pasadena Star-News (Local daily)
  • National Floor Trends (trade magazine)
  • Floor Covering Installer (trade magazine)
• On-site, behind-the-scenes photos and a story about BuildDirect’s involvement was showcased on the company’s website and in a newsletter to customers and employees.

BuildDirect’s Rob Banks with Mike Holmes on the set of Holmes on Homes.

Build Direct’s Rob Banks on the Pasedena house set.

Challenge

• To increase awareness of its western expansion, Bell conceived the Lightship Tour. A branded airship, lit from the inside and capable of carrying eight passengers, was slated to visit 20 communities across Western Canada during the summer of 2005.
• While the Lightship Tour was a first for Bell, the aircraft itself resembled a blimp and a number of companies had used blimps for promotional purposes in the recent past. Optimum Public Relations was charged with delivering an innovative communications strategy that would attract attention and maximize media exposure for the Bell Lightship Tour.

Solution

• The key focus of Optimum’s strategy was to offer media something new; the unique experience of flying in the Bell Lightship. Due to limited space, a trip aboard quickly became a valued opportunity. During the trip, media were able to interview Bell spokespeople and the pilots.
• To make the most of in-air interview opportunities, which typically lasted half an hour, Optimum conducted a comprehensive message training program for Bell spokespeople and the Lightship Pilots.
• Optimum also identified and leveraged the numerous firsts that took place throughout the tour, including the first time a Lightship had ever crossed the Canadian Rockies, the first-ever wedding proposal onboard a Lightship in B.C., and the first wedding on a Lightship in Canada. These activities generated multiple national broadcast stories.

Results

• As a result of Optimum’s media relations program, the Lightship hosted 121 print, radio, and TV media on 43 dedicated media flights in 20 communities. Combined, this resulted in 7.4 million media impressions.
• 25% of print reports appeared on the front pages of newspapers, including 22% of coverage in outlets outside of Edmonton, Calgary, Vancouver and Victoria. Multiple reports were witnessed in several communities, including: Cranbrook, Kamloops, and Kimberley in British Columbia, as well as Lethbridge, Red Deer and Fort McMurray in Alberta.
• Due to the highly visual aspect of the Lightship, significant broadcast coverage was generated in many markets including Calgary, Edmonton, Fort McMurray, Fort St. John, Kamloops, Kelowna, Lloydminster, Medicine Hat, Red Deer, Vancouver, and Victoria.
• Due to the Bell Lightship Tour’s tremendous popularity, the program was repeated, with some alterations to keep it fresh, in 2006.

Bell Lightship Wedding is a Canadian First