Media Relations

Experience | Case Studies | Coverage

Wilcox Group invaded downtown Los Angeles and launched the new BP logo on L.A.’s skyline, garnering extensive local and national media coverage. We also targeted community and employee stakeholders through webcasting technology.

When Electronic Arts Canada, one of the world’s largest video game producers, needed fresh ideas and additional artistic resources, Wilcox Group formulated and executed a public relations program to attract top-quality talent to this growing company.

As Agency of Record for KFC Canada, Wilcox Group leads all marketing communications activities, including the successful launch of KFC’s Picnic Now! media campaign, complete with impromptu picnics at 100 TV and radio stations across Canada. Our efforts resulted in countless media mentions and store sales increases of more than 20 per cent immediately following the campaign.

As the Agency of Record for Krispy Kreme in Canada, we developed and implemented a comprehensive, integrated public relations strategy to ensure the company's successful launch and sustained saturation of the marketplace in the face of established competition. Wilcox Group initiated unprecedented public interest in the Krispy Kreme craze, and led communications fo the launch of 18 stores across Canada - including the store in Mississauga, Ontario, which broke first day and week sales records across North America. An Ipsos-Reid poll showed that Krispy Kreme brand awareness in the Greater Toronto area jumped to 82 per cent, from just 32 per cent in the previous two-year period.

Wilcox Group leads the media relations activities for Lesley Stowe Fine Foods across Canada and in the United States - raising Lesley's profile as a culinary innovator and founder and creator of the original Raincoast Crisps. Building awareness of Lesley as a successful female entrepreneur, chef, entertaining expert and best-selling cookbook author, our targeted and strategic media relations efforts have garnered significant local and national and international media coverage.

Wilcox Group focused on raising awareness surrounding LG’s innovative and diversified product line and positioned LG Canada as a leading authority on consumer electronic products and trends. WG produced an LG-sponsored High-Definition Television (HDTV) Trends survey, which revealed that Canadians are adopting HDTV technology at almost twice the rate of Americans. Following its release, the story was covered by more than 20 media outlets, including the Globe and Mail and Global Television. During the holiday shopping season, we helped organize and pitch a national media tour, which secured interviews with major outlets nationwide including Globe and Mail, CTV, CP24, and a wide range of regional TV networks.

Working with Molson Canada, Wilcox Group provided media relations strategy and execution for a large number of high-profile events and product launches. Among the most successful were the Molson Snow Jam event, Molson Canadian House Party contests and events, the Molson Indy Vancouver, and the Molson Canadian Blind Date tour. Wilcox Group also provided communications support for Molson’s contribution to the Vancouver/Whistler 2010 Olympic Bid, which included highlighting the company as a premier founding sponsor by publicizing the unveiling of their enormous 2010 Olympic Bid banner at the Molson brewery near downtown Vancouver.

Wilcox Group works with this longstanding client on its ongoing media relations, labour relations, marketing communications and issues management needs and has managed communications surrounding the closure of 11 restaurants. Recently, we provided issues management counsel and strategy to Priszm when avian influenza crippled the B.C. poultry industry.

While focused on raising awareness surrounding AXE’s innovative and increasingly diversified men’s body spray product line, Wilcox Group concentrated on positioning AXE as a leading authority on dating and all things considered cool by men aged 18-25. Wilcox Group provided media relations, issues management, and strategic advice to AXE on a number of projects, including the highly successful AXE U event, which was covered by more then a dozen target-relevant media outlets, including Dose and Urban Male Magazine; and the Gamekillers campaign, which resulted in media coverage totalling more than 3.7-million individual impressions.

When White Spot – an 80 year old, B.C.-based restaurant – sought to raise awareness and heighten its profile, the company turned to Wilcox Group. Over the past year, Wilcox Group has led all public and media relations campaigns including the opening of the restaurant's first flagship location, the company's innovative Red Seal Chef Certification program, the anniversary of the Pirate Pak, the Asian expansion of its Triple O's restaurants and the celebration for the restaurant's 80th anniversary. By highlighting the longevity of the White Spot brand, its innovative menu and HR practices and the nostalgia it holds for many British Columbians, our media relations efforts resulted in extensive broadcast and print coverage, garnering almost $1 million worth of media coverage in print and broadcast outlets across the province.

As the Agency of Record for Whole Foods Market in Western Canada, Wilcox Group has supported this worldwide leader in natural and organic foods with its launch. Through media relations, community investment and special events, we have raised Whole Foods Market's profile among consumers by communicating the company's unparalleled shopping experience and passion for providing fresh, high-quality foods. Highlighting the store's unique product offerings, we have reinforced the company's core values and commitment to local producers, sustainable agriculture, natural living and the environment. Wilcox Group has garnered media coverage with Global TV, CTV, CityTV, CKNW, The Province and the Vancouver Sun.

For XM Canada, Wilcox Group developed the strategy and executed the launch of Canada’s first satellite radio service and 2005's hottest new product. Coupled with more than 35 key announcements covering CRTC approvals, automotive and retail partnerships, and product offerings, Wilcox Group garnered outstanding results, including more than 130 media hits from outlets across Canada. In our efforts to keep XM Canada top of mind for Canadian consumers, we have launched revolutionary new products including Canada’s first portable satellite radio with MP3 capabilities and best in class programming such as becoming the exclusive satellite radio home of the NHL.