Lanterra Developments: Tour de Toronto Broker Event

On August 12, 2020, Lanterra Developments launched Tour de Toronto: Cycle for a Cure. Inspired by the importance of health and giving back during COVID-19, the event was a one-of-a-kind immersive bike-a-thon in Toronto and live-streamed online. NKPR, as PR agency of record for Lanterra Developments since 2018, developed a unique event strategy with a digital component.  The goal was to maximize engagement with brokers and agents to sell condominiums while also raising funds for the Canadian Cancer Society.


THE CHALLENGE:

The goal was to connect with target agents and business associates at the bike-a-thon, generate public excitement and donation funds through the live stream, and carefully navigate COVID-19 event parameters during Stage 3 of Toronto’s re-opening.


WHAT WE DID:

  • Secured all event vendors leading up to the event and managed them on-site to create a positive, safe experience for guests that followed guidelines from Ontario Public Health
  • Recommended precise invite messaging about COVID-19 regulations in place for the bike-a-thon and managed on-site communication to guests about guidelines they must follow throughout the event
  • Negotiated, secured, and facilitated a partnership with KiSS 92.5 to bring on notable radio hosts Maurie and Shem from the Roz & Mocha Show as hosts alongside emcee Taylor Kaye, Canadian radio and television personality. 

RESULTS:

  • The Tour de Toronto: Cycle for a Cure engaged 100 guests, including key broker and agent cyclists. 
  • VIP guest appearances from Mayor John Tory and the president of the Canadian Cancer Society
  • Total funds raised for the Canadian Cancer Society: $145,000 
  • The media partnership resulted in impactful social media promotion from Maurie, Shem, and Taylor; KiSS 92.5 advertisements leading up to the event; and organic promotion during the Roz & Mocha Show on the morning of the event.

 

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