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The Client

Siren was engaged by The Dilawri Foundation to manage a strategic media relations campaign, including a red carpet and media table, for the Bliss Ball on September 20, 2014, one of Toronto’s most glamorous philanthropic events in support of The Patients Amenities Fund at The Hospital for Sick Children

The Challenge

The challenge was to generate maximum awareness for the Bliss Ball, leverage the entertainment and star value at the event, during the busy season. Fall in Toronto is choc-a-block with top-tier events, when media are spoilt for choice of which to attend and have multiple assignment opportunities and priorities.

The Solution

Siren executed a red carpet at the event which included broadcast news and entertainment outlets City TV, Entertainment Tonight, eTalk, and Global News. 

Siren also secured and hosted an A-list media table, with guests including the Editor-in-Chief of FASHION magazine, the Editor of Globe Style Advisor, the Editor- in-Chief of Zoomer magazine, Canada’s leading social columnist, and a TV host from E! Network. In addition to members of the media, Siren was also tasked with the on-site management of celebrity guests, Shania Twain and Bryan Adams.

The Results

•16 million media impressions
• $167,982 in measured media value
• National broadcast, print and digital coverage including City TV News, ET Canada, etalk, Global News, Hello! Canada, National Post and Nuvo Magazine.