Challenge
As a pioneer in the cannabis industry, Aurora was looking to announce their launch into the Canadian market through a free summer concert series across the country. From Vancouver to Halifax (and many, many cities in between), the Aurora Illumination Series brought the world’s biggest headliners to all corners of Canada. Objective To create greater brand awareness, sell out each concert, foster influencer partnerships and secure media features in local and national publications.
Solution
Traditional public relations, influencer partnerships, media meet & greets.
Results
Our team flew across the country to manage all aspects of the public relations, influencer and VIP management. This included pitching to local media, coordinating media and influencer attendance, managing the VIP list and following-up pre and post show to secure coverage. In addition, we spearheaded national press coverage for the concert series and the brand. We engaged, entertained, and secured coverage with regional and national Canadian media across radio, print, online and broadcast for all 20 shows. Overall, we received 215 Press Hits, 1.5 Billion Impressions, and 409 Media Attendees Notable Coverage Entertainment Tonight, CBC, Daily Hive, Strategy Magazine, Global News, CTV News, BlogTO, Exclaim Magazine, Daily Hive, Virgin Radio, Narcity
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