In the weeks leading up to the launch of the Hello Regina campaign in Calgary for client the City of Regina, the agency worked with regional and national media to help build buzz and promote the campaign. First, our public relations team pitched the The Globe and Mail on a business story to run on campaign launch day, and coordinated interviews with the City of Regina mayor and the executive director of the Regina Regional Opportunities Commission. The resulting 1000-word story, complete with colour images of the campaign creative, was published in the paper and on the front page of the Report on Business online section, which also included a reader poll that generated enthusiastic reader feedback.
The agency’s PR team also planned, wrote and coordinated spokesperson video clips and other audio and visual materials for a Hello Regina news release, which was issued to Canadian media the morning the story appeared in The Globe and Mail. A news release embedded with broadcast-ready multimedia was the ideal communications tool for this particular ad campaign given that it impacted several markets where spokespersons may or may not be available in person.
The morning of the launch, the PR team was on the ground in Calgary with the Regina Street Team to receive and coordinate Calgary media. Back in Regina, we supported our clients by handling Calgary media requests and coordinating requests by Saskatchewan media.
With the exception of one outlet, every newsroom in Calgary came out to capture the Street Team as they interacted with Calgarians, and to shoot Hello Regina creative. The resulting stories ran during supper hour newscasts, on talk radio shows and in newspapers. Yahoo! Canada News also ran a story.
The online The Globe and Mail story was shared and discussed dozens of time on Facebook and Twitter and prompted much commentary. The agency proliferated our client’s and campaign partners’ social media channel postings with likes, retweets and our own commentary. Many news media that covered the story in newscasts and in print also posted an online version of the story, which included a share on their social media channels.
MCG’s media department estimates the value of earned media and buzz on social media extended the Hello Regina campaign value by more than 30 per cent. And, according to surveys conducted before and after the campaign, Calgarians had a markedly better overall impression of and were more responsive to moving to Regina following the campaign than they were before it ran.