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"We are very satisfied and thrilled with how easy it was to work with your team."
Kevin Little, CA
Chief Financial Officer
District Realty
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Portfolio
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Media Blitz and Press Relations Strategy - Carnivāle Lune Bleue
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 Challenge:
For years, Wayne Van De Graaff had long dreamed of bringing back an authentic, gritty, and mysterious 1930s carnival he called Carnivāle Lune Bleue.
In 2008 that dream became a reality, but with his new venture came a whole list of challenges. It was a new start up, a new concept, and he needed a large amount of media exposure if his ambitious national event was going to be a success.
MB provided a complete marketing strategy. At the core of this strategy was a targeted media relations campaign. The media blitz created a big buzz in the lead up and during the unique events month long run.
Solution:
A full Media Backgrounder Kit and DVD was created and sent to outlets around the area. In the months leading up to the event, press releases were sent out to a contact list announcing relevant news stories for media to pick up on.
Barbara Brunzell, the Senior Producer and Media Manager here at MB, spent hours on the phone pitching individually customized stories to an extensive list of media contacts.
Using her extensive journalism and production experience, she knew exactly which contacts could make use of which stories. Where a single story might only garner a single media hit, MB crafted different, customized media pitches for all the different aspects of the event. Some stations had shows featuring Carnivāle Lune Bleue two, three, even four or more times.
As more and more of the media started picking up on Carnivāle Lune Bleue, its intriguing stories, and its one-of-a-kind cast of characters and talent, MB also coached some of the events producers and talent to help them with their TV and radio appearances.
Results:
Carnivāle Lune Bleue was a roaring success, thanks in no small part to its extensive media coverage.
In the weeks leading up to the event and during the event itself, there were over 200 media hits featuring the authentic 1930s carnival.
You could find Carnivāle Lune Bleue on national and local radio, TV, and in the newspaper, including the front page of the Ottawa Citizen.
And these werent just individual, one-off hits either. Stations like CBC and A-Channel featured Carnivāle Lune Bleue several times each. One of those hits on CBC Radio Morning was syndicated nationally.
Rogers Daytime had performers and staff on twice weekly during July and August. One of these segments, which featured Carnivāle Lune Bleues head chef Shannon Robinson of Distinguished Dishes Catering, has turned into a monthly feature on the network.
Preston Catalogue, a premier national fashion magazine, will soon be coming out with pages of full-colour, artistic photography showcasing the gritty cast and elements of the event.
In 2009, Wayne Van De Graaff plans to take the event on the road. With the media coverage and buzz that Carnivāle Lune Bleue received, he should have no problem taking his vision across Canada.
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