PROJECT

The 150th anniversary of Canada highlighted an opportunity for the British Council to reflect on the meaning of cultural relations today. Awareness was to be raised for the 2017 cultural program, About Now, using Media Relations. It explored the rich stories that could be found in the complex and prolific relationship between the UK and Canada.

WHAT WE DID

ERIK&FLOYD executed five media relations campaigns that targeted a geographically diverse range of media outlets. From Toronto-centric to national wide, the outreach executed on behalf of the British Council reached coast to coast depending on the nature and desired audience of the program.

Comprised of performance art, live music, train residencies, exhibitions, literature tours and much more, the projects celebrated the country’s milestone 150th anniversary and nurtured the cultural dialogue between the UK and Canada.

From A Colossal Wave, a digital sculpture commemorating Montreal’s 375th anniversary, to an exhibition of the Deaf, disability and Mad arts scene in our nation’s capital, ERIK&FLOYD took complex programs with many important players involved and packaged their key messages into palatable, streamlined and concise press materials, securing coverage across the country.

RESULTS

Among many media mentions over the past year, a few notable stories are the inclusion of the program Sound Journeys on CBC Radio One’s Q With John Power, A Colossal Wave on Global News Montreal and Walking Cities on CBC’s Our Vancouver.