CASE STUDIES

Corporate
Andrea Hair Removal Products, Product

Andrea Hair Removal Products

Andrea Hair Removal Product for women product launch for a new men’s line of hair removal products. The Challenge: To promote the product launch for a new men’s line of hair removal products. The Solution: dkpr created a successful media relations strategy to promote Canada’s most popular current Andrea Hair Removal Product for women and handled the product launch for a new men’s line of hair removal products that secured key placements in newspapers and magazines across Canada.
» read more
Maxxium Canada

Maxxium Canada Inc.

Crumpler

Crumpler

2007 Canadian launch of their Queen St. West flagship store with a campaign called "Beer for Bags".  Organized media interviews with President of Company in national print media and Television news.  Finally, organized a party for all customers during the promotion receiving broadcast coverage.
» read more

Ideal Minds

Gallop

Gallop + Gallop

Fresh Breath Clinic

Fresh Breath Clinic

Rogers Video

Rogers Video

The National Home Show

The National Home Show

Jetstar Group

The Jetstar Group

The Jetstar Group is the only engagement marketing company in Canada whose expertise is bringing consumers and brands together through relevant & authentic programs that harness the passion points of today’s generations, and they do this using 7 strategic steps. Their expertise, strong Management Team and Internal Group of Companies gives them a unique edge unmatched by others, and has given clients such as Pepsi, Toys R Us, Toshiba, Trojan, Amp, Levi’s, Disney, Nissan etc. the leading edge in today’s tough markets. Their expertise and industry credibility gives The Jetstar Group the ability to deliver authenticity and relevance - allowing brands to engage their audience, and to elicit the optimal consumer response; Industry Credibility. Jetstar does this using 7 strategic steps: 1. Brand Briefing | Set Goals & Framework 2. Passion Point Mapping | Community Access 3. Think Tank | Hang Sessions, Research, Discovery, Ideation 4. Custom Plan Development | Budget Audit, Support Resources, Integration 5. Activate & Execute | Connect, Capture, Convert 6. Reporting & Tracking | Progress, Performance 7. Post & Next | Key Earnings, Assets
» read more
Dr. Robert Jones M.D.

Dr. Robert Jones M.D. Hair Transplant Center

Dr. Jones treats patients from Europe, Asia, Australia, Africa, South America and all over North America on a regular basis. A large percentage of Dr. Jones' patients travel from outside of Canada to visit him. HE IS AMONG THE FIRST PHYSICIANS IN NORTH AMERICA TO OFFER FUE HAIR TRANSPLANTS, AND ALSO AMONG THE FIRST IN NORTH AMERICA TO OFFER TRICHOPHITIC CLOSURE TECHNIQUE.
» read more
Grand Marnier

Grand Marnier

In 1880, Louis-Alexander Marnier-Lapostolle created the famous Grand Marnier® liqueur, a blend of cognac and tropical oranges. Today the company is run by 5th and 6th generation members of the Marnier-Lapostolle family, including Jacques Marnier -Lapostolle, the current CEO. Grand Marnier® is the best known French liqueur in the world, leading in export sales with 90% of production being sold outside France in over 150 countries. Its name is synonymous with style and excellence and its inimitable taste and quality natural ingredients accept no compromise. A bottle of Cordon Rouge is sold every two seconds.
» read more
Presidential Grourmet Fine Catering

Presidential Grourmet Fine Catering

spark imagination Food-forward menus. Elegant visual presentation. Impeccable service. Presidential Gourmet mixes passion for food with appreciation of the finer points of entertaining to make every occasion a pleasurable exploration of the senses. whet appetite Presidential Gourmet’s award-winning chefs take fresh approaches to the traditional and fuse tastes from around the globe in their creations. Each menu features the finest ingredients – organic produce, seafood and meats; fresh herbal infusions – with special considerations taken for health concerns, dietary restrictions and responsible farming. satisfy desire Presidential Gourmet’s team of talented professionals has an ability to uncover extraordinary possibilities in any occasion. With 18 years of experience in on-site production and hospitality, Presidential Gourmet’s dedicated staff express a shared commitment to creativity and flexibility, designing unique food and drink stations and presentation formats. exceed expectations Presidential Gourmet’s attention to detail enhances every aspect of an event for a smooth, seamless affair. Official caterer to over 50 of Toronto’s most renowned venues, Presidential Gourmet has built a reputation of creating remarkable menus that fit the taste, theme and occasion for 3,000 guests as effortlessly and beautifully as for 10.
» read more
Television and Film
REEL CANADA Film Festival

REEL CANADA Film Festival

Reel Canada, in its second year was a Toronto-based non-for-profit film festival for high school students with the goal of introducing students to Canadian films and to the directors and actors of these films. Specific days were organized with films being screened and guest speakers selected from these films. National awareness of the the Canadian film industry was increased by securing interviews with major media in order to introduce new audiences to these films. The Challenge: Challenge: Attract new corporate and government sponsors by increasing awareness of program through high profile national and local media coverage. Goal: to attract national media attention for the programme. The Solution: Created targeted broadcast and print media strategy that focused on educating media about the programme, creating strong local and national story angles and organizers invited local politicians and the Mayor of Toronto to participate. Also capitalized on support and involvement from Canadian celebrity film makers and actors to attract media attention; Atom Egoyan, Don McKellar, Allan King, Tara Spencer-Nairn, Deepa Mehta, Paul Gross, Peter Raymont, Peter Lynch, Stephen McHattie and Jean Marc Vallee were among the distinguished list of guest speakers and presenters. Result: Client received national radio, print and television coverage including CBC radio, Toronto Star and Globe and Mail, CBC Television, CBC Newsworld, SUN TV, Entertainment Tonight Canada, eTalk Daily, STAR! , CP 24 and MTV Canada.
» read more
Theatre and Comedy
Defending the Caveman

Defending the Caveman - Diesel Playhouse

The longest running one man show in Broadway history that is now a highly successful theatre franchise worldwide. The Challenge: Create word-of-mouth marketing about the show and raise awareness in the target audience of couples between 25 and 60 years of age. To promote two complimentary events to concierges of hotels and influencers in Toronto in order to fill the house to capacity with excellent word-of-mouth. Goal: To bring this show back to Toronto’s theatre market each year with limited but reoccurring engagements every few months at the Diesel Playhouse at Blue Jays Way, Toronto. The Solution: Concentrated media promotions with the Toronto Star, Mix 99.9 FM, targeted audiences at local trade shows, couples/singles events and held five VIP invitation-only preview shows to promote word-of-mouth; invited contest winners, relationship therapists, concierges, event planners, media and social influencers. Result: Show sold-out 2006 run and returns for another limited engagement in March of 2007.
» read more
Menopause Out Loud

Menopause Out Loud - The Capitol Theatre

A hugely successful U.S. based musical franchise named Menopause the Musical that has played to over 6 million people in 14 cities worldwide. The Challenge: Branding this show under different name and promoting a venue that was an event venue in a neighbourhood that did not have a theatre going audience. The show sold out quickly and became Toronto’s longest running musical theatrical event for over 10 months in 2006/07. Goal: To educate the media about the uplifting and inspirational messages in this show and to obtain continuing press coverage despite poor reviews by media in the U.S. and in Toronto after opening night. The Solution: The show became an instant hit with many women seeing the show more than once. Word of mouth PR and marketing was used to generate on going interest in the show by creating promotions, contests and inviting influencers to selected shows. Result: Show has now run for over a year, is playing to sold-out crowds every night and moved into new larger theatre (The Panasonic Theatre operated by LIVE NATION) at the end of March 2007. Menopause Out Loud! is a household name and has a reputation as a must-see show for women in the Greater Toronto Area.
» read more
Projects
janeG

Jane Goodall's Wild Chimpanzees

Science North (Sudbury) in association with the Ontario Science Centre hired dkpr The Challenge: To launch the Canadian release of the IMAX film and to organize Jane Goodall's only four-day press junket in Canada. The Solution: A press conference was held at the Famous Players IMAX theatre resulting in international coverage.
» read more
Cirque Niagara's Avaia 2006

Cirque Niagara's Avaia

The 2005 world premiere of a theatrical and equestrian show performed by 50 legendary Russian Cossack riders and acrobats and 19 of the world’s most rare horses brought to Niagara Falls by local investors. The Challenge: To promote the Niagara Falls region along with Niagara Parks Commission with this show being positioned as the second most important tourist attraction after Niagara Falls. Differentiate show in Toronto market from similar “cirque”- style performances by highlighting unique qualities of horsemanship and acrobatics and create high profile advance publicity to create awareness, generate ticket sales and ensure a return engagement in 2007. Goal: to become major tourist attraction in Canada and to have sold out shows from May to October 2006. The Solution: Held high-profile news conference to announce show that included local politicians, Singer/Actor Michael Burgess (spokesperson) and performers (artistic staff and horses). Also held several media and VIP events for Canadian and U.S. media. Result: Nearly $2 M of measurable media publicity generated in local, national and international media markets. Return engagement of show secured to begin in April of 2007. dkpr public relations nominated for Canadian Tourism Award for outstanding publicity and promotion of a tourist attraction in 2006.
» read more
Cavalia (2005) - The Distillery District, Toronto

Cavalia (2005) - The Distillery District, Toronto

The pride of Quebec, was created by former members of Cirque du Soleil, Toronto’s successful debut of Cavalia, was a spectacular show with horses and acrobats which returned to the Distillery District where a tent was erected for 6 weeks in March and April 2005. This sold-out run received positive press coverage to sell over 50,000 seats. The Challenge: To promote a show with the same name two years in a row. Although the show was different, the artwork for the ads was the same and it was difficult to convince audiences and the media that this was a different and enhanced show. Goal: to sell out and extend performances for one week. This was accomplished. The Solution: Held a series of news conferences, charitable events, photo opportunities and celebrity appearances with the performers. Press coverage in newspaper sections other than entertainment in the Toronto Star, National Post, Globe and Mail. Television coverage on all major TV stations. Result: Cavalia was one of the most memorable shows in the Toronto area in 2005 and it met all its objectives with this strategic PR plan.
» read more