Family Day on Toronto’s Waterfront
Media Relations
February 18, 2013

Ashworth Associates was approached by the Waterfront BIA to attempt to increase awareness of Family Day on Toronto’s Waterfront on Monday, February 18, 2013.

Family Day on Toronto’s Waterfront events included:

  • Woofjocks Canine Performance Team Demos @ Pawsway – 11:30am / 1pm / 2:30pm / 4pm
  • Free Crafts And Family Movies @ Queen’s Quay Terminal – 12pm – 4pm
  • Winter Warm Up Along the Waterfront – All day

The Waterfront BIA and the partners involved in Family Day on Toronto’s Waterfront began sorting out details at the end of November. Information about events at Queen’s Quay Terminal and PawsWay was provided as it became available and images were requested to accompany the materials.

The press release was posted on key online distribution services and each event was individually posted to listing websites when possible. The release was also emailed to approximately 100 media contacts to garner media attention.

Ashworth Associates has significant social media presence that is growing daily (3018 followers on Twitter, 250 followers on the Ashworth Associates Facebook page and Peter Ashworth has 906 Facebook friends 80% are media). Family Day on Toronto’s Waterfront updates and images were sent via Facebook and Twitter leading up to Family Day on Toronto’s Waterfront. Many of these posts were retweeted by media, Mommy Bloggers and event blog sites.

Follow-up calls and emails were made to the media in an attempt to receive as much coverage as possible.

Daytime Toronto requested an in studio interview with a representative from Family Day. It was decided that Blair would do the segment. A reporter from Ming Pao also requested images.

A reporter from Fairchild TV arranged to visit PawsWay during Family Day to shoot some footage of the dog show and clowns.

Animal House Calls called to arrange an in studio segment with someone from PawsWay. They required a rescue dog element, so Rob was the spokesperson with his rescue dog Lola.

The producer from City TV also requested two in studio segments on the morning of Family Day. Blair and Jill Priest did the segments with the Woofjocks.

An editor from Metro requested that we send them images from the day of the event to consider for their paper the following day.

Ashworth Associates was on site to arrange interviews with on site media, which included Fairchild TV, CBC and a photographer from the Toronto Star. Ashworth Associates also took photos of the event to send to the editor from Metro, which was used on the cover of Metro the following day.

Family Day on Toronto’s Waterfront was a success with considerable online and local media coverage including print listings in the Now, the Toronto Star, On the Go Magazine and Where Toronto.

Ashworth Associates increased the profile of Family Day on Toronto’s Waterfront resulting in a PR Value of $400,456 with 43,339,559 media impressions in broadcast, print and online visitors and 341,939 Social Media impressions.