Canada Lands Company: Media 1:1's:
Opportunity
To deepen awareness of Canada Lands Company’s role in delivering thousands of new homes at Downsview Lands in Toronto, NKPR focused on building long-term editorial relationships with key media ahead of major project milestones. Through in-person, one-on-one media meetings, we moved beyond transactional pitching to establish a deeper understanding of Canada Lands Company’s purpose, leadership, and long-term vision for Downsview Lands. Canada Lands Company PR strategy.
What We Did
NKPR led end-to-end strategy and execution – from concept development to day-of logistics:
- Crafted all media briefing materials including, scheduling document, speaking points/script for Canada Lands spokespeople, as well as guiding the content and flow for the presentation
- Coordinated logistics including site sourcing, printed presentation binders, food and coffee setup, florals, and branded collateral.
- Managed detailed run-of-show, FAQ preparation, counsel on invite graphics, and more.
- Oversaw media logistics including Uber codes for attending journalists.
- Curated and confirmed select top-tier journalists:
- Edward Skira & Anthony Teles (Urban Toronto)
- Martin Slofstra (Toronto Sun)
- Steve McLean (RENX)
- Jared Lindzon (Toronto Star)
- Shane Dingman (Globe and Mail)
- Supported all media with follow-up assets (images, headshots, renderings) and amplified published stories through NKPR social channels.
- Supplemented coverage from these media 1-1s with a paid two-paid print and online advertorial with Toronto Life.
Results
- Secured major feature coverage with every outlet that attendees (with the exception of the Globe and Mail, which he is keeping the interview on background for a future story).
- Coordinated a massively successful Toronto Life feature to supplement all other coverage.
- Build strong relationships with all journalists who attended, strengthened their knowledge of Canada Lands as a company and their role in the development of Downsview Lands.
- Clarified media understanding surrounding the Downsview redevelopment, reinforcing Canada Lands’ leadership, transparency, and long-term vision for the site.