art toronto 2014 press report
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Art Toronto 2014 – Post ReportSubmitted by A&C
November 26, 2014
Overview
Beginning in Spring 2014, A&C collaborated with Art Toronto to develop and execute a comprehensivepublic relations campaign for the 15th Anniversary edition of Art Toronto. A&C’s primary objective wasto leverage this significant milestone as well as other high-profile programming elements to maximizemedia coverage in top-tier outlets.
A&C managed all public relations activities including media accreditation, press briefings, materialdevelopment, strategic messaging, proactive pitching and outreach, and on-site coordination withspokespeople, exhibitors, and journalists.
A distinct challenge of the 2014 fair cycle was the emergence of another fair running concurrently withArt Toronto. A&C worked with Art Toronto to develop messaging, brief spokespeople, and managemedia inquiries related to the situation.
Coverage of this year’s fair was not without critique but was overwhelmingly positive. Highlights of thecoverage 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, andABC Buffalo
Key Learnings & Recommendations
• Media passes for each specific day were an effective way of managing and regulating media accessto the fair
• High-profile projects like Canada de Fantaisie / Canada Fancy by BGL appealed strongly to mediaand 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 Globeand Mail were a great way to initiate a dialogue that translated into robust and positive coverage ofthe fair
• Division of the media preview into two parts was not effective and it should be amalgamated into asingle event as in previous years
• The number of Opening Night Preview passes available for media was very limited; it would beideal if the allocation was increased. Building relationships with media who may not actually coverthe fair on their first visit is nonetheless important to building buzz and securing future coverage
Total Media Coverage
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
Year Number of Stories
Total Impressions
2012 101 38,886,880
2013 81 43,178,252
2014 102 60,391,460
2014
Yearly
MEDIA COVERAGEBROADCAST, PRINT, ONLINE
Momus.ca – November 24, 2014384 impressions
Montreal Gazette – November 22, 2014259,171 impressions
Montrealgazette.com – November 22, 2014996,000 impressions
The Globe and Mail – November 22, 20141,016,000 impressions
Theglobeandmail.com/life – November 22, 20141,207,000 impressions
Toronto Life – November 2014686,000 impressions
Torontonicity.com – October 29, 20141,000 impressions
Theartmarket.ca – October 29, 20145,000 impressions
Thecuriouscreature.com – October 28, 20142,000 impressions
The Globe and Mail – October 28, 2014822,700 impressions
Ca.news.yahoo.com – October 28, 20143,377,000 impressions
Cbc.ca – October 28, 20146,706,000 impressions
Canadianart.ca – October 27, 20145,000 impressions
Studio-beat.com – October 27, 20145,000 impressions
CP24.com – October 27, 2014973,000 impressions
Thestar.com – October 27, 20143,178,000 impressions
Canadianart.ca – October 26, 20145,000 impressions
Montrealistement.blogspot.ca – October 26, 20141,000 impressions
CBC Toronto – October 25, 20142,073,900 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, 20141,016,000 impressions
The Globe and Mail – October 25, 20141,016,000 impressions
The Globe and Mail – October 25, 20141,016,000 impressions
Canadianart.ca – October 25, 20145,000 impressions
CBC Espace Musique – October 25, 20141,500 impressions
Toronto Star – October 25, 20141,311,000 impressions
Thestar.com/entertainment – October 24, 20142,540,000 impressions
Azuremagazine.com – October 24, 201425,000 impressions
The Globe and Mail – October 24, 2014822,700 impressions
Canadianart.ca – October 24, 20145,000 impressions
Theglobeandmail.com/arts – October 24, 2014481,000 impressions
Theglobeandmail.com/life – October 24, 20141,207,000 impressions
Theglobeandmail.com – October 24, 20143,548,000 impressions
Toronto Star – October 24, 2014992,400 impressions
Thestar.com – October 24, 20143,178,000 impressions
Thestar.com/life – October 24, 20142,540,000 impressions
Ctvnews.ca – October 24, 2014351,000 impressions
Blogto.com – October 24, 2014612,000 impressions
Canadianart.ca – October 24, 20145,000 impressions
680news.ca – October 24, 2014326,000impressions
Seetorontonow.com – October 24, 201477,000 impressions
CP24 – October 23, 2014235,000 impressions
CBC News Toronto – October 23, 2014426,000 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, 2014450,000 impressions
Now magazine – October 23, 2014290,000 impressions
Nowtoronto.com – October 23, 2014333,000 impressions
Toronto Star – October 23, 2014992,400 impressions
Globeandmail.com – October 23, 2014481,000 impressions
Blogto.com – October 23, 2014612,000 impressions
Canadianart.com – October 23, 20145,000 impressions
Designlinesmagazine.com – October 23, 20141,000 impressions
Notable.ca – October 23, 2014250,000 impressions
Guelph Mercury – October 23, 201424,083 impressions
Guelphmercury.com – October 23, 201478,000 impressions
24news.ca – October 23, 201425,000 impressions
Zoomer Radio – October 23, 2014307,485 impressions
Citybyheart.com – October 22, 20142,500 impressions
Canadianart.ca – October 22, 20145,000 impressions
Spainculture.ca – October 22, 20141,000 impressions
Montrealistement.blogspot.ca – October 22, 20141,000 impressions
Canada.um.dk – October 22, 20141,000 impressions
Insurancebusiness.ca – October 21, 201440,000 impressions
Torontolife.com – October 21, 2014302,000 impressions
Canadianinteriors.com – October 21, 201410,000 impressions
Canadianarchitect.com – October 20, 201425,000 impressions
Torontoart.ca – October 20, 20141,000 impressions
Torontosavvy.me – October 19, 2014500 impressions
Todocanada.ca – October 19, 20145,000 impressions
News.artnet.com – October 16, 2014687,000 impressions
Viewthevibe.com – October 14, 201435,000 impressions
The-Booklet.com – October 14, 20141,000 impressions
Slateartguide.com – October 13, 20141,000 impressions
The Sarnia Observer – October 11, 201434,437 impressions
BlogTO.com – October 10, 2014612,000 impressions
BlogTO.com – October 9, 2014612,000 impressions
Canadianart.ca – October 9, 20145,000 impressions
Gurevichfineart.com – October 8, 20141,000 impressions
Fashionsingmagazine.com – October 8, 201449,000 impressions
Fashionsingmagazine.com – October 3, 201449,000 impressions
Theprovince.com – October 3, 2014648,000 impressions
Theglobeandmail.com/arts – October 3, 2014481,000 impressions
The Globe and Mail – October 2, 2014822,700 impressions
Theglobeandmail.com/life – October 1, 20141,207,000 impressions
enRoute – October 20141,148,000 impressions
Enroute.aircanada.com – October 20141,908,000 impressions
Toronto Life – October 2014686,000 impressions
IN Magazine – October, 201492,500 impressions (52,500 impressions in print and 40,000 impressions online)
Blogto.com – September 30,2014612,000 impressions
Queenstreetnews.com – September 27, 20141,000 impressions
Nowtoronto.com – September 26, 2014333,000 impressions
Azuremagazine.com – September 23, 201425,000 impressions
Canadianfestivalguide.com – September 22, 20145,000 impressions
Thestart.com/entertainment – September 18, 20142,540,000 impressions
Artsandculturemaven.com – September 16, 20141,000 impressions
Toronto.com – September 1, 2014351,000 impressions
CTV Morning Life (CKCK TV) – August 19, 2014145,000 impressions
THANK YOU /