Challenge: Idea Workshop was engaged for two phases to support a global architectural and design competition. Phase one of the campaign’s goal was to raise overall awareness of the competition, drive submissions and to position Electric Autonomy and its main sponsors, including Parkland, Cadillac, CIBC and Dentons, as leaders in the electric vehicle space. Phase two of the competition was focused on sharing the winning designs and the boundary-breaking concepts that emerged.
Strategy: Idea Workshop implemented a national media relations campaign focused on generating as much media awareness as possible of the competition in mainstream, lifestyle and design and architectural publications. Phase two of the campaign was focused around securing embargos with top tier media to break information about the winning designs and the unique conceptual themes that emerged, targeting international lifestyle, business, sustainability, electric vehicle and design and architecture publications.
Additionally, our team assisted with jury selection and partner/winner outreach, drafted key messages that shaped the narrative and developed multiple media releases. In addition to both proactive and reactive media relations, our team also undertook targeted outreach to generate submissions amongst architecture and design firms and key industry associations and educational institutions.
Results and media highlights: Multiple feature stories were secured including 3 exclusives with Fast Company, Business Insider and the Globe and Mail. The competition was also covered in top tier design publications including Azure, Design Milk, designboom, and Canadian Architect. Sustainability publications including Treehugger and Green Energy Futures picked up the story, along with Canadian media CBC, Global News and the Toronto Star. Finally, thanks to our efforts the story was also covered by Car and Driver Spain and Esquire España.
Idea Workshop continues working with Electric Autonomy and supports the planning and execution of its annual initiative, national EV & Charging Expo, and acts as a marketing/public relations partner.
