Explore New Brunswick:

EVENT MANAGEMENT: Explore New Brunswick Toronto Activation

ExploreNB is the official tourism organization for the Province of New Brunswick, dedicated to promoting the rich and diverse cultural tapestry, natural wonders and vibrant communities of the Canadian province.
NKPR was tasked with creating and executing a Toronto-based event that generated brand awareness for the organization and encourage tourism to the province.


  • Partner with ExploreNB to develop and execute an integrated PR strategy, as well as support and strategize on strategic event planning for the launch of two major events: Maestro Chef Wes Premiere, March 14 and Naturescape, March 16.
  • The overall goal of both projects was to bring the province of New Brunswick to the radar of Torontonians¬† by leveraging exciting travel destinations and entertainment in partnership with famed Torontonian and new NB resident, Maestro Fresh Wes and his NB-filmed season 2 show, Maestro Chef Wes.

What We Did

Through a layered approach including proactive + consistent media relations, influencer relations, and events support – NKPR has built significant awareness and buzz, positioning both Maestro Chef Wes as a must-see show, and the province of New Brunswick as the ultimate tourism destination in Canada, and a must try experience.


  • Secured feature broadcast interviews highlighting Maestro Fresh Wes as an ambassador for the province of NB (CityLine, Etalk, etc.)
  • Secured coverage in top Toronto outlets featuring ExploreNB tourism and Naturescape as a must-see Toronto attraction at DesignExchange resulting in over 14M impressions in top outlets such as the Toronto Sun print newspaper, Narcity and To Do Canada.
  • Worked with Toronto-based influencers to excite their followers/Toronto audiences about Naturescape and tourism through a strategic gifting program resulting in over 4.6M impressions
  • Supported ExploreNB in any event planning elements both offsite and onsite to ensure both the Maestro Chef Wes Premiere and Naturescape were a success. Including, ROS, invites, A/V planning, artist management, staffing, catering, graphic assets, and on-site logistics.
  • Top tier people of influencer, influencers and media were invited to both events resulting in over 40M social media impressions across an estimated total of just over 200 premiere attendees, and over 1500 Naturescape attendees