This high profile Toronto tourism and entertainment mainstay was looking to boost awareness of their new show and ticket sales. They also wanted to reestablish Medieval Times as the premier destination for a fun night out in Toronto through a VIP media night and premiere.
The Brown & Cohen Solution
Developed a tailored cover letter to accompany a media release that highlighted the new show for a special behind the scenes media opportunity in advance of a VIP premiere. Elements including the food, quality of actors, performers and fight choreography, etc.)
Secured media coverage by working closely with media – traditional and social - to engage pertinent audiences and build awareness among new demographics.
Developed a social media outreach strategy to leverage the Medieval Times Twitter account to build awareness of the new show by engaging influential Twitter accounts belonging to invitees (local bloggers/social media “Twitterati”/media). The information relayed via Twitter was informational, promotional and invited people to “like” the Facebook page.
Coordinated media for the behind the scenes opportunity and VIP premiere and media night for the new show to engage GTA media and social media influencers and build awareness of the new show.
Over 30 pieces of media and new media coverage for both the behind the scenes and the VIP premiere reaching nearly 6 million Ontarians at a cost of $0.002 per contact. Coverage included Toronto Star, 680 News, the Grid, BlogTO, Torontoist, Canada Restaurant News, Foodservice World, and numerous blogs including FoodJunkieChronicles, TorontoMike, YummyMummyClub, ZachBussey.com and I’m Charming You. Mentions also were made on numerous radio shows the morning following the VIP premiere including Z103.5, Dean Blundell Show and CHFI morning shows.
The predetermined hashtag for the VIP premiere, #medievaltimestoronto, was a top trending topic in Toronto for the night and used 64 times.
The invited social media guests brought along other social media guests who added to the buzz through live tweeting, photos, retweets and subsequent blogs.
As a result of engaging social media influencers via Twitter, the Medieval Times Facebook and Twitter accounts saw 11.5 per cent and 114 per cent increases respectively. Additionally, blog posts about the event have been written by attendees with ticket giveaways that subsequently kept the buzz about the new show going online.
Medieval Times’ Klout score rose from 23.5 before the VIP premiere to a score of 47 just one week later.
Both the behind the scenes and VIP premiere were without incident, run with professionalism and received outstanding client and participant feedback.