Optimum West

Challenge/Objectives

• Create goodwill for the Canada Line project and the City of Richmond with businesses and other stakeholders that will be impacted by the Canada Line construction
• Demonstrate Canada Line’s commitment to Richmond and convey that the City of Richmond is a key partner in the project
• Inform stakeholders, public and the media about the opening of the Canada Line Information Kiosk at Richmond City Hall
• Provide Mayor Brodie, Jane Bird, Canada Line CEO and others an opportunity to speak publicly about the benefits the Canada Line will bring to Richmond
• Give Richmond residents, businesses and media a more tangible sense of what the Richmond Stations and No. 3 Streetscape design will look like

Solution/Tactics

• For the community/media relations event, invitations that looked like train tickets were emailed, and where appropriate, hand-delivered to local stakeholders and businesses along No. 3 Road.
• The galleria area of Richmond City Hall was mocked-up to give guests a conceptual idea of what a Canada Line Station will look like in Richmond. There was a sign at the bottom of the stairwell pointing up to the “Train Platform” and on the second level, there was a 20 foot long mock-up of a train with a door opening into the elevator, as well as a fabricated mock-up of the unique ceiling design that will be a feature of the Richmond Canada Line stations. There were also large-scale conceptual architectural renderings of the Richmond stations displayed throughout the galleria as well as large story boards showcasing the No. 3 Road Streetscape design. Two uniformed TransLink police officers were also in attendance to add authenticity to the mock train station.
• The formal presentation began with Mayor Brodie speaking to the importance of the Canada Line for Richmond and the region, followed by the Honourable Olga Ilich, MLA for Richmond Centre. Jane Bird, CEO of Canada Line then spoke, followed by Peter Busby, the architect for the Richmond stations, and finally Craig Jones, a member of the Richmond Business Liaison Committee.
• Following the formal program, the Richmond Youth Orchestra played a short performance for guests. After this, media were invited to conduct a photo session of Mayor Brodie and Jane Bird turning on the computer screen at the Canada Line Information kiosk. All other guests were invited to enjoy non-alcoholic beverages, including Canada Line punch, and a “Taste of Richmond,” featuring appetizers from a cross-section of No. 3 Road Richmond restaurants. The musicians played background music while guests perused the architectural renderings, streetscape story boards and conceptual mock-up of the Canada Line train platform. The architect, Canada Line and InTransitBC representatives were available to answer questions.
• Optimum created a media kit and invited Richmond media, including ethnic outlets.

Results

• The client was extremely satisfied with the outcome, saying that “The event came together superbly in the end and we certainly met our objectives from a public, government and media relations perspective.”
• The event received print coverage in The Vancouver Province, Richmond Review, Richmond News and World Journal. Broadcast coverage included Fairchild Television and CKWX radio. Global TV also attended the event but did not end up airing the story.

Richmond Mayor Malcolm Brodie explains the significance of the Canada Line Information Kiosk to members of the Richmond community and media.

Jane Bird, CEO, Canada Line and Olga Illich, Minister of Labour and Citizens Services take a moment to pose in front of the Canada Line Skytrain mock-up.

Community members gather around the Canada Line Information Kiosk.

Jane Bird extends a friendly handshake in front of the Canada Line Skytrain Mock-up.