PR Case Study for Gangways Open on Toronto’s Waterfront
2012 Media Relations Campaign
Saturday May 26 and Sunday May 27, 2012
Gangways Open on Toronto’s Waterfront presented by Queen’s Quay Terminal in association with The Waterfront BIA featured 15 distinctive ships and two historic buildings on Toronto’s waterfront during the 13th Annual Doors Open Toronto celebration sponsored by the Toronto Star on May 26 and 27, 2012.

Ashworth Associates’ priority was to inform the media of the events happening along the Waterfront and secure coverage that would best represent the events during Gangways Open.
Gangways Open on Toronto’s Waterfront was a success with considerable online and local media coverage including print listings in the Toronto Star, Active Adult, Now Toronto, Where Toronto, Metro Toronto and The Globe and Mail, as well as television coverage on CTV, City TV and Rogers Daytime.

Certain media outlets were only able to use general Doors Open material and could not include a mention of Gangways Open on Toronto’s Waterfront.  These outlets include NOW, Cp24 crawl and Toronto.com to name a few.

ONSITE MEDIA:
Thursday, May 24
CTV: Anwar Knight was at the waterfront for his weather hits. His first segment was aboard the Mariposa Belle with an introduction to Doors Open on Toronto’s Waterfront. He did a weather segment from the Kajama followed by an additional segment to shoot off the cannon. He concluded his segment in front of Queen’s Quay Terminal. Aired live at noon.

CityNews: Reporter was on site at photo exhibit gala and spoke with Cindi Vanden Heuvel from Mariposa Cruises and Counsellor Michael Thompson. Aired at 11pm.

The Bulletin: Dennis Hanagan attended the gala and took pictures for the Bulletin.

Saturday, May 26
Rogers Daytime: Interviewed Karen about the Photo Exhibit at 10:30am and then met with Captain Duncan on the Captain Matthew Flinders to discuss Mariposa Cruises and the harbour cruises. Each of these 7 minute segments will air on the same episode on Rogers channel 10 at 10am and 3pm on July 4, July 18, August 1, August 15, August 29.

Toronto Sun: A reporter was at the waterfront taking pictures. An article with a picture of Captain Duncan was online May 26.  The same article appeared in print on May 27 with a picture of the Kajama.
CityNews: A reporter was on site live from the waterfront for the 6pm news in front of the Captain Matthew Flinders. The segment aired during the 11pm news but the live hits from the waterfront were not included.

Ashworth Associates increased the profile of Gangways Open on Toronto’s Waterfront resulting in a PR Value of $417,198 with 69,993,960 media impressions in broadcast, print and online visitors which made up 1/3 of the coverage for Doors Open Toronto.