PR Case Study for Eric McCormack’s The Concert I Never Gave (except for, like, 2000 times in my bedroom)
National Media Relations, Event Planning and Promotions
Ashworth Associates was approached to do pro bono PR for Eric McCormack‘s The Concert I Never Gave… (except for, like, 2000 times in my bedroom) by producer Catherine Davey.
The press release for LA was modified for the Toronto market to include details on the backing band and was distributed with a jpeg image of the poster and head shots of Eric to media via email and posted to various event websites in Toronto.
Eric came to Toronto for 2 days of interviews on December 2 and 3. Ashworth Associates lined up an extensive schedule of interviews and accompanied Eric on interviews with Catherine Davey. When Eric returned to Toronto for the concert, 2 remaining interviews were booked for Eric on January 22 with media outlets we could not see the first time around.
Television media requested footage from the LA performance to include in their coverage. Producer Kelly Steele pulled a series of clips that were distributed to TV media that were interviewing Eric. In addition, Kelly also pulled some screen grabs that after careful manipulation in Photoshop were distributed to media along with the poster and a shot of Eric.
Eric was interviewed by many media outlets including Breakfast Television, Cityline, The Social, The Marilyn Denis Show, Global Morning Show, CP24 Breakfast, ET Canada, etalk, 24 Hours (which also ran in The Toronto Sun), HELLO, Post Newspapers, Boom 97.3, Flow Morning Show, KISS FM, CHFI, Newstalk 1010 and CHUM FM. In addition, The Globe and Mail included a brief, NOW ran a listing and The Toronto Star sent a photographer to cover the After Party.
Ashworth Associates monitored media coverage and provided clippings to the team on an ongoing basis.
To increase awareness of The Concert I Never Gave, Ashworth Associates promoted Eric’s interviews through our social media channels. Eric and the various media outlets often shared our tweets.
Following the performance, Eric presented Rethink Breast Cancer with a cheque for $40,000.
The Concert I Never Gave was a success and resulted in 73,296,633 media impressions and a PR Value of $737,144.