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Introduction
Event planning was essential to launch Grenada as a new Eastern Caribbean destination to the Canadian media involving a great deal of pre and post planning.

Challenge
Grenada, one of the remaining unspoiled parts of the Caribbean with a rich colonial history, is the world's second largest producer of nutmeg and spices, offering unique flora and fauna, pristine white and black sand beaches and unparallel turquoise waters. To increase awareness among the Canadian media, LMA worked with the Grenada Board of Tourism (GBT) to host an event showcasing the Island to key Canadian travel media and industry members.

Solution
LMA executed a successful event positioning Grenada as the 'Spice of the Caribbean' at the Travel Media Association of Canada's (TMAC) monthly 'Munch and Mingle' event. TMAC, the premier travel media association in Canada, brings together travel media and tourism industry members to foster excellence, uphold ethical standards, and promote professional development. The objectives of the event was to:
  • Develop long term relationships with the Canadian travel media members;
  • Entice Canadian travel media members to take part in press trips to the tri-nation of Grenada, Petite Martinique and Carriacou;
  • Feature Grenada in key Canadian market publications.
The event was well attended by key representatives in the travel and tourism industry as well as delegates from Grenada and the Consulate General of Grenada in Toronto. The 'Munch and Mingle' introduced media to Grenadian culture, traditional food fare and typical Steel Pan music. Guests were provided with comprehensive media kits, which included Grenadian spices and Lindt chocolates made with cocoa from Grenada. A multi-media presentation by William Joseph, Director of Tourism for Grenada spoke of the allure of the 'Spice Island' and its status as the true Caribbean getaway.

Results
As a direct result of the event, LMA arranged multiple press trips for 2002 to 2004 and beyond. Features appeared in such well-known publications and newspapers as The Globe and Mail, Dreamscapes Magazine, The Toronto Sun, Ottawa Sun, The London Free Press and Destination World. The Island was also featured on major television broadcasts including Inside Travel and Suite and Simple on CTV and Caribbean Vibrations on CFMT/OMNI, positioning Grenada as the next "go to destination."

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Introduction
LMA has a proven record of creating targeted PR campaigns and achieving what counts, measurable results for clients.

The prestigious Westminster Kennel Club Dog Show is one of the oldest continuous sporting events in the United States after the Kentucky Derby. The Dog Show has been held every year since 1876 at Madison Square Garden. Since 1983 New York's Hotel Pennsylvania has been the home for canine champions, judges, owners and handlers participating in the Westminster Kennel Club Dog Show.

The Challenge
How to capitalize on the success of the Westminster Kennel Club Dog Show and lever this to showcase to the media the Hotel's creative ability to host Show champions.

Solution
LMA planned and executed a proactive media campaign to raise awareness of New York's Hotel Pennsylvania as the traditional 'doggie' Hotel of choice for the Westminster Kennel Club Dog Show. To add newsworthy content, the property was positioned as canine friendly with a full array of 'doggie' amenities: close proximity to Madison Square Garden ­ making it an easy walk for Show champions, size and room availability to cater to any breed, and a commitment to helping owners, handlers and judges attending the Show.

LMA distributed a pictorial news release to targeted media with personalized follow-up before the event to solidify media presence. To pique interest, the Hotel introduced the largest in-door 'doggie' grooming area in all of New York and perhaps the world, a spacious 9,000 square-foot dog grooming/comfort stations, beauty salon exercising area and walking/relieving area. As well, the Hotel assigned a 'Dog Concierge' to attend to canine guest and media requests during the Dog Show events.

Results
National media coverage was produced immediately from national daily papers to small community papers including The New York Times, Newsday, The Palm Beach Post, and the Sarasota Herald. The Hotel was also featured on major television broadcasts including Behind Closed Doors on A&E, News All Weekend and News All Day on NY1, CBS Early Show, Today in New York on NBC, World News Now on ABC, Morning Show on WB11 and in European and British networks. The result ­ LMA attained over 23 million impressions with a media value of over $1.9 million for New York's Hotel Pennsylvania, making it the 'opening act' to the Westminster Kennel Club Dog Show.

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Introduction
Marketing Public Relations is key to the integrated marketing plan for the Estates of Sunnybrook to increase visibility as a 'niche' high-end hospitality venue for both the social and corporate segment.

Nestled on 52 tree-filled acres and lush manicured gardens, minutes from downtown Toronto lies the magnificent Estates of Sunnybrook. The Estates, one of Canada's premier venues, hosts over 2,000 events each year, and is the picture perfect location for Toronto weddings, social events, meetings and corporate events.

Challenge
How to keep top-of-mind awareness and maintain market share for the Estates of Sunnybrook in a highly competitive, 'niche' social and corporate market?

Solution
LMA developed a targeted Marketing Public Relations campaign for the Estates of Sunnybrook consisting of three separate direct mail pieces to existing and potential clients:
  • Agenda Newsletter ­ The newsletter featured news and views from the Estates, historical retrospective on aspects of the two landmark mansions, meeting/conference ideas and suggestions, and recipes from the Estates' chefs;
  • Pentagonal Brochure ­ Developed and distributed a visually stunning eight-piece pentagonal foldout highlighting the various facilities and services of the Estates as a targeted direct mail piece;
  • Direct Mail Programs: New Customer and Loyalty ­ Personalized letters from the managing director of the Estates were sent to entice potential clients to 'discover the world of the Estates' and for existing clients to 're-discover the Estates.' Positioning was based on the three descriptors of 'exceptional cuisine, exquisite ambience and extraordinary service.' The Estates sent two separate $200 redeemable coupons for corporate events and corporate meetings as an incentive to promote bookings at the Estates during a designated period.
Results
Following each of these campaigns, the Estates reported an overall increase in event inquiries, bookings and client base, thus experiencing an increase in revenue. These Marketing Public Relations campaigns helped maintain the Estates as a preeminent venue within Toronto.




Introduction
A product launch is a key function of public relations in the technology sector. LMA has proven experience at creating marketplace excitement for launching new technology products and services through creative, proactive media campaigns.

Originally developed in 1994 by experienced steel and systems professionals, STEELMAN Software Solutions Inc. is a Toronto-based software manufacturer specializing in the development, implementation and installation of Oracle-based software products and tools customized exclusively for the steel and metal industry. STEELMAN is a member of the Oracle Partner Network and Honors Partner of Intermec.

Challenge
With a highly competitive high tech market, how does STEELMAN create industry awareness or a media 'buzz' for its new software solution with mainstream and trade media, industry and analysts?

Solution
LMA executed a product launch positioning STEELMAN as a full suite of software for companies in the steel and metal markets amongst the steel software media and industry. To achieve this, LMA developed a targeted media campaign incorporating several Public Relations tactics:
  • Media Relations ­ Distributed a news release to targeted media with personalized follow-up to raise awareness of the company and its product, and maintained key contacts to develop feature articles;
  • Event Planning ­ Launched a series of regional seminars across North America designed to provide hands on demonstrations. Seminars were run simultaneously with the Association of Steel Distributors (ASD) regional meetings, a non-profit organization for media and steel industry distribution professionals;
  • Informational Kit ­ A comprehensive kit was developed and distributed at the seminars, complete with CD-ROM demonstration and product materials;
  • Partnerships ­ Supported and coordinated with partners and associations to further expand industry reach and credibility.
Results
As a direct result of this launch, STEELMAN Software Solutions Inc. became recognized as a viable software solution for the steel manufacturing and processing industry. STEELMAN's seminars have been well attended by key media and industry members and have become an essential source for lead generation programs. Media relations' efforts have proven successful as STEELMAN was featured in numerous well-known North American industry publications such as 33 Metalproducing, American Metal Market, Materials Management &Distribution, MetalMag.com, Metal Center News, Modern Metals, American Industry and Frontline Solutions.

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Introduction
LMA understands the working needs of media and how to build effective relationships. Our highly personalized approach with media ensures measurable results for our clients.

Challenge
How to make your client's product, company or destination newsworthy to increase media coverage and brand profile?

Approach
LMA builds relationships with your targeted audience through consumer, trade and electronic media. LMA has many years of proven expertise working closely with media and has developed a 'media relations formula' based on the following key principles:
  • Present a Creative Spin ­ Make clients' news interesting, informative and 'new';
  • Build Media Relationships ­ Develop and maintain on-going relationships with the media partners;
  • On-going Follow-up ­ Work with media contacts on a regular basis to ensure top-of-mind awareness;
  • Create/Distribute Press Kits and Collateral Materials ­ Provide all-inclusive media kits including recent news releases, backgrounders and story ideas ­ both for print, broadcast and electronic media;
  • Arrange Interviews, Press Conferences, Launches and Special Events ­ Coordinate arrangements for press conferences, interviews, product launches and special promotional events and provide media materials;
  • Plan Press Trips/Familiarization Trips ­ Work towards feature articles by executing press trips/FAM's or company tours and photo opportunities, thus resulting in third party endorsement for the client.
Result
Through this approach, LMA has delivered 3-4 times the $ value of public relations investment for clients. By building and maintaining relationships with major daily newspapers, trade publications, electronic media, and broadcast outlets in major markets LMA ensures public relations tactics reach our clients' target audience.

view our Adventure Collection PR case study

view our General Insurance Ombudservice PR case study

view our Richer Systems Group PR case study



 

© 2007 LMA Strategic Marketing & Communications