The Toronto Region Board of Trade (formerly Toronto Board of Trade), felt they were being marginalized in terms of national significance. This was affecting membership and their ability to influence government agendas. Governments across Canada were also looking at other avenues to get their messages out to the public. A communications strategy was necessary to increase the perception of the Board of Trade’s relevance to the two stakeholder groups and to bring them together in dialogue on a regular basis.
The Brown & Cohen Solution
Developed 17-part speaker series with provincial premiers and federal cabinet ministers from B.C., Alberta, Ontario, Quebec, Nova Scotia, New Brunswick and Newfoundland to allow an exchange of views between business and government over a two year period
In order to fund the series, Brown & Cohen recruitedcorporate sponsors from various industries
Media participation included editors and reporters from the Globe and Mail, National Post, Toronto Star, Maclean’s Magazine, ROB TV, Global TV, CTV and City TV
All delegates were hosted by broadcaster Beverly Thomson of Global TV
The Board of Trade experienced an increase in status and membership. Premiers and cabinet ministers found the events a success and acknowledged the significance of their messages being heard by an important target audience. Each event was sold out and fully funded by sponsors including: Bank of Montreal, Royal Bank, Air Canada, Scotiabank, Bell Canada, Petro-Canada, Canada Lands Company, Rogers Communications, Serendipity Point Films, PricewaterhouseCoopers, Pharmacia and Astra Zeneca.