Challenge 

Just five months after the groundbreaking ceremony, Villa Charities was ready to unveil the first phase of the Italian Canadian Immigrant Tribute installation, which also included a striking new sculpture called Hope. 

Rekindling media interest in the project proved to be a formidable challenge, given the extensive coverage of the groundbreaking ceremony a few months prior.  

Approach 

Recognizing the potential of the new art sculpture, MAVERICK strategically shifted the campaign focus to highlight the artist's story and his sculpture’s connection to the Tribute project. This human-interest angle appealed to a diverse audience, including local news, art, culture, marketing, and business outlets. 

MAVERICK also seized the opportunity to counter the prevailing anti-immigration narrative by promoting the Tribute project as a beacon of hope, encouraging the media to cover this unique and positive story. 

Results 

Villa Charities was featured in 9 stories, resulting in a total reach of 2,486,600 (not including any press release pickup).  

The unveiling event was covered by various media outlets in the GTA, including 680 News Radio Toronto, CHIN TV, TLN, OMNI Italian, Strategy Magazine, GTA Today, and Lo Specchio magazine.