Challenge
TELUS Pitch is an annual competition that calls on entrepreneurs and small business owners across Canada to pitch their businesses for the chance to win a grand prize of $100,000 cash. We worked with TELUS to execute the media relations of the contest, securing press for each of the major milestones of TELUS Pitch in a number of its key markets.
Solution
The media relations revolved around three key stages of the Telus Pitch Contest. First, we announced the launch. We used Arlene Dickinson as a spokesperson or Telus Pitch which allowed us to leverage her credibility and celebrity in Canada's entrepreneur community. FOLLOWING THE LAUNCH, TELUS PITCH DID A CROSS COUNTRY TOUR WITH THEIR PURPLE ELEVATOR TO GIVE ENTREPRENEURS A CHANCE TO ENTER THE CONTEST IN PERSON. WE REACHED OUT TO LOCAL MEDIA IN EACH MARKET AND INVITED THEM OUT TO SEE THE MOVING ELEVATOR AND CHAT WITH TELUS EXECUTIVES WHO WERE ON SITE. FINALLY, WE EXECUTED MEDIA RELATIONS FOR THE TELUS PITCH LIVE PITCH EVENT, WHICH HAD THE FINALISTS OF THE CONTEST PITCH LIVE TO A PANEL OF EXPERTS FOR THE CHANCE TO WIN THE $100,000 TOP PRIZE. WE INVITED MEDIA OUT TO THE EVENT AND CONDUCTED ONSITE INTERVIEWS WITH TELUS EXECUTIVES AND THE CONTEST FINALISTS.
Results
THE MEDIA RELATIONS FOR EACH OF THE THREE STAGES OF THE TELUS PITCH CONTEST RESULTED IN 100+ PIECES OF UNIQUE COVERAGE WITH AN ESTIMATED VIEWERSHIP OF 681K, 2.87K SOCIAL SHARES AND A TOTAL REACH OF 2.55M ACROSS PRINT AND BROADCAST MEDIA. COVERAGE APPEARED IN PUBLICATIONS LIKE BETAKIT, BRAMPTON GUARDIAN, TECHVIBES, BARRIE TODAY, AND BUSINESS IN VANCOUVER.
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