Contact Toronto Photography Festival

ASSIGNMENT

To create a public relations strategy focusing on CONTACT’s 10 th anniversary celebration in 2006, and establish the Festival as a brand. While the month long Festival had achieved excellent coverage in print media in the past, they wanted to raise the Festival’s profile as a whole and highlight its history.


CHALLENGE

Spanning the entire month of May, the CONTACT Toronto Photography Festival is a massive enterprise with more than 187 participants. Programming for the month includes everything from exhibitions and public art instillations across the city of Toronto (with a destination focus on King St. W.), to lectures, portfolio reviews, films, and a photography contest.

SOLUTION

In order to create a platform for the 10 th anniversary celebration, A&C staged a media preview at which the founder of the Festival and its history was profiled.

A&C successfully placed feature stories in the TORONTO STAR, GLOBE AND MAIL, NATIONAL POST, WHERE Toronto, NOW, SHOW, EYE Weekly, FAB, and Happenings; and secured coverage in NUVO, the Biography Channel and Canadian Press. Television media covering the Festival included Fashion Television, the Biography Channel, TVO, and OMNI TV. A&C also secured coverage in many other international publications as well as features on prominent blogs and webpages.

Silken's ActiveKids Movement

Silken Laumann - Olympic Medalist - has recently founded Silken's ActiveKids Movement (SAM) in response to the growing epidemic of childhood obesity and inactivity sweeping Canada.

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