Art Toronto 2014 Press Report

Art Toronto 2014 – Post Report Submitted by A&C November 26, 2014

Overview Beginning in Spring 2014, A&C collaborated with Art Toronto to develop and execute a comprehensive public relations campaign for the 15th Anniversary edition of Art Toronto. A&C’s primary objective was to leverage this significant milestone as well as other high-profile programming elements to maximize media coverage in top-tier outlets.

A&C managed all public relations activities including media accreditation, press briefings, material development, strategic messaging, proactive pitching and outreach, and on-site coordination with spokespeople, exhibitors, and journalists.

A distinct challenge of the 2014 fair cycle was the emergence of another fair running concurrently with Art Toronto. A&C worked with Art Toronto to develop messaging, brief spokespeople, and manage media inquiries related to the situation.

Coverage of this year’s fair was not without critique but was overwhelmingly positive. Highlights of the coverage include a three-page spread in Toronto Life’s November issue, extensive coverage on the CBC, and multiple feature stories in the Globe and Mail.

The total number of impressions generated through earned media is 60,391,460 to date.

Campaign Successes Results of media relations campaign for Art Toronto: •

60,391,460 total media impressions

•

Total number of media stories: • Print: 18 • Broadcast: 13 • Online: 71

•

Interviews secured with CBC, Toronto Life, The Globe and Mail, Fairchild TV, Montreal Gazette, and ABC Buffalo

Key Learnings & Recommendations •

Media passes for each specific day were an effective way of managing and regulating media access to the fair

•

High-profile projects like Canada de Fantaisie / Canada Fancy by BGL appealed strongly to media and provided the basis of much of this year’s coverage

•

Early conversations between Art Toronto, A&C, and the advertising and editorial teams at the Globe and Mail were a great way to initiate a dialogue that translated into robust and positive coverage of the fair

•

Division of the media preview into two parts was not effective and it should be amalgamated into a single event as in previous years

•

The number of Opening Night Preview passes available for media was very limited; it would be ideal if the allocation was increased. Building relationships with media who may not actually cover the fair on their first visit is nonetheless important to building buzz and securing future coverage

Total Media Coverage 2014 Media Type

Total Hits

Total Impressions

Print

18

13,008,191

Broadcast

13

3,638,885

Online

71

43,744,384

Total

102

60,391,460

Number of Stories

Total Impressions

2012

101

38,886,880

2013

81

43,178,252

2014

102

60,391,460

Yearly

Year

MEDIA COVERAGE BROADCAST, PRINT, ONLINE

Momus.ca – November 24, 2014 384 impressions

Montreal Gazette – November 22, 2014 259,171 impressions

Montrealgazette.com – November 22, 2014 996,000 impressions

The Globe and Mail – November 22, 2014 1,016,000 impressions

Theglobeandmail.com/life – November 22, 2014 1,207,000 impressions

Toronto Life – November 2014 686,000 impressions

Torontonicity.com – October 29, 2014 1,000 impressions

Theartmarket.ca – October 29, 2014 5,000 impressions

Thecuriouscreature.com – October 28, 2014 2,000 impressions

The Globe and Mail – October 28, 2014 822,700 impressions

Ca.news.yahoo.com – October 28, 2014 3,377,000 impressions

Cbc.ca – October 28, 2014 6,706,000 impressions

Canadianart.ca – October 27, 2014 5,000 impressions

Studio-beat.com – October 27, 2014 5,000 impressions

CP24.com – October 27, 2014 973,000 impressions

Thestar.com – October 27, 2014 3,178,000 impressions

Canadianart.ca – October 26, 2014 5,000 impressions

Montrealistement.blogspot.ca – October 26, 2014 1,000 impressions

CBC Toronto – October 25, 2014 2,073,900 impressions * •

This segment aired seven different times on October 25, 26 and 27 • CBC Toronto – October 25 – 542,000 impressions • CKWS Kingston – October 25 – 65,500 impressions • CBC Moncton – October 26 – 3,500 impressions • CBC Local (Peterborough) – October 26 – 115,400 impressions • CBC Toronto – October 26 – 984,000 impressions • CBC Toronto – October 27 – 298,000 impressions • CKWS Kingston – October 27 – 65,500 impressions

The Globe and Mail – October 25, 2014 1,016,000 impressions

The Globe and Mail – October 25, 2014 1,016,000 impressions

The Globe and Mail – October 25, 2014 1,016,000 impressions

Canadianart.ca – October 25, 2014 5,000 impressions

CBC Espace Musique – October 25, 2014 1,500 impressions

Toronto Star – October 25, 2014 1,311,000 impressions

Thestar.com/entertainment – October 24, 2014 2,540,000 impressions

Azuremagazine.com – October 24, 2014 25,000 impressions

The Globe and Mail – October 24, 2014 822,700 impressions

Canadianart.ca – October 24, 2014 5,000 impressions

Theglobeandmail.com/arts – October 24, 2014 481,000 impressions

Theglobeandmail.com/life – October 24, 2014 1,207,000 impressions

Theglobeandmail.com – October 24, 2014 3,548,000 impressions

Toronto Star – October 24, 2014 992,400 impressions

Thestar.com – October 24, 2014 3,178,000 impressions

Thestar.com/life – October 24, 2014 2,540,000 impressions

Ctvnews.ca – October 24, 2014 351,000 impressions

Blogto.com – October 24, 2014 612,000 impressions

Canadianart.ca – October 24, 2014 5,000 impressions

680news.ca – October 24, 2014 326,000impressions

Seetorontonow.com – October 24, 2014 77,000 impressions

CP24 – October 23, 2014 235,000 impressions

CBC News Toronto – October 23, 2014 426,000 impressions

“Art Toronto kicks off in the city tomorrow, more than a hundred of the top galleries bringing their best to Toronto”

CBC.ca/player – October 23, 2014 450,000 impressions

Now magazine – October 23, 2014 290,000 impressions

Nowtoronto.com – October 23, 2014 333,000 impressions

Toronto Star – October 23, 2014 992,400 impressions

Globeandmail.com – October 23, 2014 481,000 impressions

Blogto.com – October 23, 2014 612,000 impressions

Canadianart.com – October 23, 2014 5,000 impressions

Designlinesmagazine.com – October 23, 2014 1,000 impressions

Notable.ca – October 23, 2014 250,000 impressions

Guelph Mercury – October 23, 2014 24,083 impressions

Guelphmercury.com – October 23, 2014 78,000 impressions

24news.ca – October 23, 2014 25,000 impressions

Zoomer Radio – October 23, 2014 307,485 impressions

Citybyheart.com – October 22, 2014 2,500 impressions

Canadianart.ca – October 22, 2014 5,000 impressions

Spainculture.ca – October 22, 2014 1,000 impressions

Montrealistement.blogspot.ca – October 22, 2014 1,000 impressions

Canada.um.dk – October 22, 2014 1,000 impressions

Insurancebusiness.ca – October 21, 2014 40,000 impressions

Torontolife.com – October 21, 2014 302,000 impressions

Canadianinteriors.com – October 21, 2014 10,000 impressions

Canadianarchitect.com – October 20, 2014 25,000 impressions

Torontoart.ca – October 20, 2014 1,000 impressions

Torontosavvy.me – October 19, 2014 500 impressions

Todocanada.ca – October 19, 2014 5,000 impressions

News.artnet.com – October 16, 2014 687,000 impressions

Viewthevibe.com – October 14, 2014 35,000 impressions

The-Booklet.com – October 14, 2014 1,000 impressions

Slateartguide.com – October 13, 2014 1,000 impressions

The Sarnia Observer – October 11, 2014 34,437 impressions

BlogTO.com – October 10, 2014 612,000 impressions

BlogTO.com – October 9, 2014 612,000 impressions

Canadianart.ca – October 9, 2014 5,000 impressions

Gurevichfineart.com – October 8, 2014 1,000 impressions

Fashionsingmagazine.com – October 8, 2014 49,000 impressions

Fashionsingmagazine.com – October 3, 2014 49,000 impressions

Theprovince.com – October 3, 2014 648,000 impressions

Theglobeandmail.com/arts – October 3, 2014 481,000 impressions

The Globe and Mail – October 2, 2014 822,700 impressions

Theglobeandmail.com/life – October 1, 2014 1,207,000 impressions

enRoute – October 2014 1,148,000 impressions

Enroute.aircanada.com – October 2014 1,908,000 impressions

Toronto Life – October 2014 686,000 impressions

IN Magazine – October, 2014 92,500 impressions

(52,500 impressions in print and 40,000 impressions online)

Blogto.com – September 30,2014 612,000 impressions

Queenstreetnews.com – September 27, 2014 1,000 impressions

Nowtoronto.com – September 26, 2014 333,000 impressions

Azuremagazine.com – September 23, 2014 25,000 impressions

Canadianfestivalguide.com – September 22, 2014 5,000 impressions

Thestart.com/entertainment – September 18, 2014 2,540,000 impressions

Artsandculturemaven.com – September 16, 2014 1,000 impressions

Toronto.com – September 1, 2014 351,000 impressions

CTV Morning Life (CKCK TV) – August 19, 2014 145,000 impressions

THANK YOU /