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
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 /