Integrated Media + Ottawa Advertising Campaign – Canada Retirement
Challenge:
The Canada
Retirement Information Centre was looking to generate publicity
for its series of three free public presentations for retirees, the
first of which was held on January 25, 2007. These presentations,
titled The Tax Rules Have Changed! outline very important
and little known information about the government's proposed tax
changes and how seniors can save thousands in tax by taking
advantage of the new rules. They are the first of their kind to be
held in Canada on this topic.
Solution:
The team at Marketing Breakthroughs developed an integrated Ottawa
advertising and media
campaign to increase registrations for these events and create
interest and exposure for our client.
The campaign featured a new Internet marketing domain brand, www.seniorssavetax.com, 15 and 30
second radio spots, print and web marketing advertisements in the
Ottawa Catholic School Board's Connections Magazine and
website, a targeted Ottawa direct mail campaign, and a targeted
Ottawa public relations strategy to support this advertising.
In the week leading up to the January seminar, we created a press
release and sent it via e-mail and fax to a carefully researched
media list, including local daily and weekly newspapers, magazines,
television and radio stations, and seniors' websites. We followed
the release with a personal call to each of the media recipients to
encourage them to cover the event.
Results:
About 650 seniors filled the Hellenic Banquet
Centre in Ottawa to capacity. Canada Retirement CEO Fred Bowie
was interviewed by:
- CFRA Radio's Business @ Night (10 minute feature interview with Greg Hebert) - January 24
- CTV's noon and six 'o clock newscasts (2 minute interview with Michael O'Byrne, as well as news coverage from the seminar itself) - January 25
- CTV's noon newscast (second interview) - January 26
- Rogers' Ottawa Citizen Business TV (10 minute feature interview with Janet Eastman) - February 1, repeated February 2
- Ottawa Citizen (interviewed by Kristen Goff for a column about tax changes for seniors and income splitting) - January 27
Overall, about 2,200 people are expected to attend these seminars,
making
it the most successful Ottawa marketing campaign ever in Canada
Retirement's 27-year history.
View
the Media Release
Check out the full house at the Hellenic Banquet Centre:
