Canadian Screen Awards 2017« Back to Case Studies
The Academy of Canadian Cinema and Television is committed to:
- Honour outstanding achievements in Canadian film, television & digital media
- Heighten public awareness and increase audience attendance, viewership, and appreciation of Canadian screen productions through awards shows, social media channels and activities
- Provide a wide range of industry-related professional development events
- Preserve and promote Canada’s film, television and digital media legacy
From 2013 to 2017, Touchwood PR has worked with the Canadian Academy to manage their media relations efforts for Canadian Screen Awards. The goal was to continue to increase the CSAs by building additional national awareness of the event every year and to help grow the Canadian star system through extensive media coverage.
STRATEGY AND TACTICS:
For the multi-day event in 2017, we developed a national campaign and facilitated a large number of media requests, focusing on creating coverage in advance, during CSA Week and from the Broadcast Gala red carpet and press room. This also included outreach to media in key markets across Canada to generate regional coverage.
We liaised with various stakeholders including nominees, distributors and broadcasters. We streamlined and managed accreditation for more than 190 members of the media for the launch press conference, CSA Week and Broadcast Gala press rooms and red carpets.
Touchwood PR organized and managed the red carpet, liaising with both media and talent and walking approximately 100 high-profile talent and VIP guests.
Through strategic and targeted media relations and event management we were able to meet the needs our client and be their ambassadors to media, talent and industry. The event was extremely successful. We delivered 400 million media impressions for the 2017 Canadian Screen Awards. National and regional media outlets publicized the awards ensuring industry and public interest in the event.