To launch a new variety of the popular wine-based apperitif, Pernod Ricard wanted to launch the brand in a grand way. Part of a creative team PRG performed media relations outreach to influential fashion, style and trend-setting columnists and radio personalities to attend a special launch event. ______________________________________________________________________________________________
PRG was involved in many promotional campaigns of the highly successful Labatt branded sponsorships and sports marketing initiatives including: the Labatt Grand Prix of Canada, Labatt Grand Prix of Trois-Rivières, the 1984 Labatt Canada Cup, Quebec 84 Canada Cup Yacht Race and Montreal Concordes (CFL) Football. ______________________________________________________________________________________________
As part of a global team, PRG worked closely with the Eastern Canada director of the Mexico Tourism Board to promote the many aspects of Mexico that go beyond the popular beach and sun destinations. Through media relations, PRG placed two half-hour profiles on Mexico’s Mayan and Colonial treasures on CTV’s nationally televised “Travel Travel” show generating significant inquiries to the 1-800-MEXICO hotline and driving up demand for vacation packages to the “other” Mexico. Additional activities included the production of educational materials for travel agents covering the extensive and varied Mexico travel experience, fam trips, contests and participation in consumer travel shows. ______________________________________________________________________________________________
Introducing new product in the hypercompetitive automotive industry and gaining media attention beyond the automotive press calls for a better, more creative approach and brand managers willing to move beyond the traditional. To introduce its new lineup of new models, Renault created the Rallye des Medias, a friendly gathering of consumer, automotive, sports and business media, in which media were paired in an amusing, 14 checkpoint, fun-filled rallye throughout the Greater Montreal area allowing participants to test drive the product in real-world conditions.
Part of a fun and creative team, PRG conducted media relations that led to much more than great print and electronic media coverage, it created ongoing discussion, amusing stories and high tales among the 55 rally-journalists who participated. ______________________________________________________________________________________________
Working closely with the Quebec Regional management team, PRG assisted in Canada Trust’s penetration of the Quebec financial services market which is dominated by locally-operated savings and loans institution. PRG led a team of crisis experts during the failure of Royal-Trust, a real-estate brokerage affiliated at the time with Canada Trust. ______________________________________________________________________________________________
To mark the acquisition of Gulf”s Eastern Canada assets to solidify its position as Eastern Canada’s market-leading service station network, Ultramar embarked on a comprehensive physical rebranding of acquired service stations to the Ultramar banner.
PRG developed a comprehensive promotional program to attract maximum consumer attention at the regional and local levels and secure the widest exposure possible to support Ultramar’s strong new image throughout Eastern Canada. A six-week promotional campaign was planned to not only attract new motorists to the service stations during the weeks of the promotion and to keep them as regular customers. Coordinated with the physical rebranding of each station, inaugural celebrations were staged to capture public and media attention. Events were attended by Ultramar management with prominent guests from local municipalities.