Air Canada Foundation Fundraiser
Background
Air Canada’s Wanderluxe was a first-of-its-kind travel auction introduced by the Air Canada Foundation in support of SickKids.
The Challenge
The first ever Wanderluxe took place in a crowded fundraising market where people have “auction fatigue.” To succeed, the event needed to be different, innovative and exclusive. Siren was accountable for the management of media relations, prizes for the live auction, and hosting a media and VIPs table at the gala.
Siren Strategy
Siren CEO Ann Layton leveraged her personal contacts in the travel industry to secure travel packages to Paris, India, Milan, Tokyo and more. She forged partnerships with lifestyle brands such as Prada and Royal Expeditions to ensure the packages were experiential. She liaised with Air Canada Vacations and personally wrote all the copy for the auction books describing packages that eventually raised $400,000 at auction.
Siren hosted a VIP and media launch event for Wanderluxe that introduced the concept to the public for the first time ever. We distributed a red carpet alert to broadcast media and wrote and distributed a recap press release. On-site, the Siren Communications’ team managed the media check-in desk, assisted with the setup of auction prizes, and offered social media support.
The Results
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The Wanderluxe Gala was sold out in its first year, with all tables filled.
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$1 million was raised for Sick Kids Hospital, The Herbie Fund and the Air Canada Foundation
