Case Studies
Parks Canada Agency
Client:
Parks Canada Agency
Challenge:
With just a matter of weeks to go, the retrofitted HMCS Haida would
be moved to her final berth and installed as a permanent national
historic site in Hamilton Harbour. Parks Canada called on Delta Media
to develop the media relations plan and coordinate all media relations
for the arrival of Canada's most decorated warship.
Project:
- Delta Media developed a comprehensive media relations plan, including
plans for pre-event publicity and options for the pre- and post-event
involvement of the Minister of Canadian Heritage.
Delta Media identified and contacted the media and negotiated media "pools" which
permitted coverage of this event from land, water and air.
- Delta Media ensured that every detail was carefully coordinated and served as
liaison with the Hamilton harbourmaster and the Canadian navy, who dispatched
a fireboat, police and two marine coastal defence vessels to escort Haida on
her final journey.
- Delta Media responded at a moment's notice sending an alert to regional media
outlets and ensuring that pre-event publicity was maximized, when weather forced
HMCS Haida to make an early departure from dry dock.
- Delta Media's team of four media relations associates from Ottawa, Toronto and
Hamilton worked alongside Parks Canada's own staff to greet and brief media and
ensure they got the images and interviews they require
Result:
In the words of our client, "The whole outcome was beyond what we ever expected
and a tremendous day for Parks Canada." More than 5,000 people turned out
for HMCS Haida's arrival at Bayfront Park in Hamilton. Thousands more witnessed
her exit from dry dock and installation at Pier 9. To date, national media coverage
generated by the Delta Media team has exceeded 11.9 million in terms of audience
reach.
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