Broad Reach was challenged to develop and execute a national media relations campaign to secure mainstream and industry media coverage for the “What is the Value of That Landmark” campaign, designed by Altus to showcase their Research, Valuation & Advisory practice in Canada. Broad Reach would need to position Altus Group spokespeople as leading experts on real estate trends nationally and demonstrate the firm’s extensive valuation capabilities in key regions across the country. It was essential that the campaign not delve into sensitive political issues or rhetoric.
Broad Reach planned the campaign to launch in mid-June, tying in with the media lead-up to Canada Day. Outreach activities consisted of widespread distribution of the press release directly to media via individually customized emails to supplement its distribution over the newswire. Extensive calls and email correspondence to print, newswire, trade, TV, radio and online media across Canada occurred before, during and after the launch. To support these activities, a suite of media materials was created (from a wide range of research), and included: a press release, a backgrounder, supporting photos, media pitches, and frequently asked questions for spokespeople.
The public relations launch campaign for Altus Group’s “Landmark” series was a resounding success; the total media reach for the campaign was almost 160 stories, with a circulation of over 30 million.
• News coverage blanketed the country across all media (print, radio, TV and online) and included unique feature stories in the Globe & Mail, National Post, Calgary Herald, Canadian Press, Sun Media Group, Huffington Post, CBC Radio and Television, 680 News, CFRA Radio and Rogers Atlantic Radio Network.
• Additional pick-up of these stories was extensive, including major newspapers such as the Ottawa Citizen, Toronto Star, Vancouver Sun, Winnipeg Free Press, Edmonton Journal, London Free Press, Halifax Chronicle Herald, Montreal Gazette and others.
• Coverage was also generated in foreign language specialty media, and from countries as far away as Germany, Zimbabwe and Taiwan.