Amplifying TD Union Summer, a festival on the doorstep of Canada’s most iconic transit hub
Marketing Communications Strategy
Media Planning (Blogs, OOH, Radio)
In 2018, Union Station brought on Beveridge Marketing to help amplify its annual signature festival, Union Summer – Presented by TD. The three-week festival brings together Toronto’s top chefs, musicians, film screenings, and live performances to Union Station and features free daily programming from morning to night.
The marketing communications strategy targeted visitors from across the GTA and required a multi-channel strategy that could draw on a cadence of media coverage. Beveridge Marketing negotiated ad buys with BlogTO and the TTC subway providing input on all creative. Beveridge Marketing secured participating restaurant owners to talk about Union Summer on several local broadcast television. Coverage included CP24 Weekend, Global News and CBC News. Beveridge Marketing provided media training to all of the participants involved and helped to craft key messaging.
A targeted influencer campaign included a complimentary food passport that allowed key foodie and lifestyle influencers to visit the festival, experience each booth at their leisure, and post about their experiences on Instagram. Union Summer exceeded expectations garnering over 13 million media impressions.
Wealth One Bank of Canada
Launch of a Schedule 1 Bank
Customer Brochure Copy
Employee Communication Policy
PR launch strategy
Crisis Preparedness Plan
Gala Program Messaging
Gala Event Assistance - Toronto & Vancouver
Beveridge Marketing partnered with Wealth One Bank of Canada, a schedule 1 bank serving the Chinese Canadian market, to develop the brand guidelines and provide website and customer brochure copywriting. We were also brought on to create and implement the PR launch strategy.
Beveridge Marketing began by meeting with the executive team to create an internal communications policy and prepare a lengthy crisis preparedness document prior to the launch. We also wrote the CEO's speeches to commemorate the gala openings which were held in Toronto and Vancouver.
Upon media training Wealth One's key spokespeople, we took the CEO on a media tour to build buzz and formally announce the Bank launch.
We began with an exclusive interview on Bloomberg Television and ran a press release on the wire the next day. This was met with a live interview on BNN and exclusive pitches to targeted online and print media. The story quickly went viral and made the front-page news in China and in the US, including the China Daily Press. Calls began flooding in from interested customers the very next day.
Mainstream news audiences were just as interested in the story with positive articles emerging in:
Globe and Mail
CBC Radio Vancouver
Business News Vancouver
Chinese Canadian outlets including Sing Tao and Ming Pao newspapers were invited to the gala openings and sent photos of the ribbon cutting ceremony with the CEO, Board of Directors, shareholders and politicians from all levels of government. The press coverage resulted in total media impressions exceeding 72 million in one month.
Scaling a Lifestyle Brand
Blog Writing/ Website
Social Media Management
Hotel Doggy gave Beveridge Marketing the opportunity to help scale and expand the business from a relatively unknown Canadian dog apparel brand into a global venture that is sold at mass and independent retailers throughout North America and the UK and via Amazon in just over two years.
Beveridge Marketing was responsible for all aspects of marketing and public relations for the brand and contributed to business development. In two years, the partnership included the introduction of the exclusive "I Heart TIFF"dog sweater to the Toronto International Film Festival with unique media coverage in the National Post showcasing a whippet named Kevin wearing a go-pro who explores various elements of the 2015 Festival. A strategic partnership with TIFF and personal connections allowed us to gift actor celebrities who love their dogs including Jessica Chastain, Tom Hardy and Analeigh Tipton.
As Hotel Doggy's founder loves dogs and boutique hotels, the ultimate pairing culminated into a joint blogpost with Four Seasons Resort Whistler and a magazine shoot featuring the brand's Fall and Holiday apparel in the Fairmont Hotels and Resorts worldwide magazine.
Further PR coverage included a segment on the Marilyn Denis Show, and features on PEOPLE Pets online and Sharp Magazine's online holiday gift guide.
Strategic alliances with Purina PawsWay led to headlining a doggy runway at the annual Strut With Your Mutt Fashion Show. Approximately 18 dog models wearing Hotel Doggy, and their owners wearing apparel from a well-known 'human' retailer took to the runway to showcase the latest in outerwear by Hotel Doggy.
Another alliance was formed to perform the 2017 photo shoot on location at Dog Tales Rescue and Sanctuary in King City, Ontario. Cross-promotion and social sharing with the rescue team rapidly garnered more followers on Hotel Doggy's Facebook and Instagram pages. Beveridge Marketing has also engaged in promotions with key dog celeb influencers in Canada for greater exposure on social media.