Approach 

The campaign aimed to generate significant media buzz through a targeted media outreach strategy, which emphasized the Tribute project’s monumental impact and the opportunity to interview local politicians, dignitaries, and micro-celebrities. 

Our tactics included:  

• Developing a lead press release to Ontario media announcing the start of construction 

• Deploying multiple rounds of outreach to relevant media 

• Developing and sending media advisories to major newsdesks in Toronto and surrounding regions.

Results 

As a result of our successful campaign, Villa Charities was featured in over 15 stories, resulting in a total reach of 19,588,200 (not including any press release pickup).  

The groundbreaking event was covered by many major media outlets in the GTA, including Global News Toronto, CP24, CTV News Toronto, CBC Metro Morning, CHIN TV, Newstalk 1010, OMNI Italian, and more.