As Ivanhoé Cambridge and Outlet Collection Winnipeg inched closer to the spring 2017 grand opening of Manitoba’s first outlet mall, McKim was engaged in the winter to develop a strategy and integrated paid tactics, and to execute public relations support, which included local media outreach and relations, speaking note and event program development, social media influencer engagement, and assist with core messaging and other deployment snd event tactics.
The overall aim was to generate awareness, media and social media coverage through strategically-timed key announcements, promotions, exclusive opportunities, and stakeholder and community engagement initiatives.
Four distinct earned media opportunities were developed to align with four phases: the official announcement of the grand opening and job fair dates, the job fair weekend, invite-only sneak peak tours for media and social media influencers, and the exclusive grand opening event. The agency also managed a VIP list of more than 500 guests.
McKim provided Ivanhoé Cambridge’s communications team, who is headquartered in Montreal, with context and insight into the community, and managed all social media influencer and news media outreach and requests within the mall’s large inter-provincial and northern-U.S. catchment area. We ensured we identified all opportunities to earn maximum buzz and momentum for each phase. The agency also engaged and scheduled CTV Morning Live Winnipeg to do live remotes at the mall with stakeholders grand opening morning, and helped coordinate a live hit with BNN.
Collectively, more than 50 earned media stories were achieved with a total reach of at least 13.3 million. Many stories were front page or the leading online story.