PR Case Study for Eat to the Beat 2014
Event Media Relations
October 21, 2014

Ashworth Associates has worked with Willow pro-bono since 2011 to help raise awareness of their culinary fundraiser event Eat to the Beat every October. Our goal is to obtain advance coverage for the event to help spread the word and sell tickets to this delicious event.

Ashworth Associates began by writing a press release for long lead listings at the beginning of July. The release was emailed to approximately 100 media contacts to garner media attention and posted on online event listing websites where possible. Follow-up calls and emails were made to the media in an attempt to receive as much coverage as possible.

Eat to the Beat information was sent out through our social media network regularly leading up to the event. Ashworth Associates has significant social media presence that is growing daily (3674 followers on Twitter, 338 followers on the Ashworth Associates Facebook page and Peter Ashworth has 965 Facebook friends 80% are media).

With the initial release sent out and the event online, the media RSVPs began rolling in and were compiled into a media attendance list for the night of the event.

The release was redistributed to the media throughout the months leading up to the event, as well as on the morning of to assignment desks for onsite coverage. Follow-up calls were made to the main assignment desks from the media table just prior to opening.

For local papers, Ashworth Associates contacted the breast cancer survivors participating in Eat to the Beat by designing food inspired corsets for their bio and survival story. These stories were incorporated into the release and pitched to community papers for additional coverage.

Media Response:

Global Morning Show – three chefs from Eat to the Beat did a segment on the Global Morning Show prior to the event for advance coverage

Radio Promotions – Jazz FM and Boom 97.3 both did various mentions of Eat to the Beat to promote the upcoming event

CHFI – Interviewed Rose Reisman

Newstalk 1010 – Interviewed Rose Reisman and Jeffrey Beach

Sirius Radio What She Said – Interviewed Rose Reisman

Magazine Coverage – Active Life, Taste Magazine, Condo Elite, City Bites, Tonic Toronto, Where Toronto, Epoch Times, NOW Magazine and the Toronto Sun all printed listings for Eat to the Beat leading up to the event.

The Bloor West Villager – Profile piece on Joanna Chrystal and her involvement with Eat to the Beat

Fairchild TV – a camera crew was on site at the event to speak with Barb and Jeff and shoot the crowds and chefs. A number of bloggers were also onsite for the event tweeting pictures and talking about their favourite foods, these bloggers also did a post-event recap with images.

Ashworth Associates increased the profile of Eat to the Beat resulting in a PR Value of $224,187 with 46,826,385 media impressions in broadcast, print and online visitors.