Case Study

Media Relations

Brief

Align with a well-targeted media brand to showcase wildlife experiences less known in Alberta, with a view to increase consumer awareness and increase a sense of urgency for visitation.

Marketing Activity

Creative editorial supporting Alberta’s new Wolfdog Sanctuary close to Calgary was pitched to The Living Room producers on Network 10, with the view to host Dr. Chris Brown the show’s vet in Alberta on a pre-recorded broadcast famil
On approval of the shoot prMarketing presented wildlife stories and experiences aligned with Dr. Chris Brown, utilizing his celebrity status to lure consumer interest
3 minutes of air time was negotiated for the segment with options for episodes to be repeated
A social campaign was developed to support the segment across Network 10 social platforms on Twitter and Facebook

Outcomes

6 x 3 minute stories aired on The Living Room Network 10
popularity of the Wolfdog story saw The Living Room air Dr. Chris Brown’s segment twice
Show ratings: rating during Canadian segment increased from 560K to 609K
Digital downloads for the episode via Tenplay online 68,500
Website promotional page on Wolfdog sanctuary showcased on the Living Room site
Up to seven Australian tour operators and two receptive operators picked up Yamnuska Wolfdog Sanctuary as a new attraction as a result of the segment
Channel 10 shared celebrity images on location, plus show teasers on all social platforms across their network