Royal Winter Agricultural Fair saddles up with Maverick
October 08, 2013 | Rebecca Harris | Comments
Maverick was named PR agency of record for Toronto’s Royal Winter Agricultural Fair, an annual event now in its 91st year.
“We found that Maverick really had a lot of passion for the Royal,” said Karen Poncelet, marketing manager at the Royal Winter Agricultural Fair. “That came out in their presentation and just the way they talked about the Royal. You could see how engaged they were.”
Maverick’s PR efforts will help the fair “continue to captivate [their] current audience, but also draw new audiences in,” said Jennifer Nebesky, senior vice-president, client services at Maverick. “They may have been [to the fair] when they were children, but we want to bring them back to discover what they love about the Royal Winter Fair.”
Leading up to the fair, which takes place Nov. 1-10, Maverick is telling stories of people who are getting ready to compete or attend the fair, centred on the theme “Road to the Royal.” The stories, which are posted on the Royal’s Facebook page, include chefs entering the Chef Challenge events, equestrians, cattle breeders, chicken farmers and beekeepers preparing for the fair.
Nebeksy also said there will be a pop-up stunt, a community event at Toronto Eaton Centre where they’ll hand out pumpkins, and ongoing media campaigns leading up to a big media preview day on Oct. 31.
An ad campaign, developed by BT/A, is launching next week. Poncelet said the campaign platform is “There’s a lot that’s new.”
For example, there’s a new President’s Choice Animal Theatre, an interactive exhibit called the A-MAZE-ing Food Journey and AGtivity Central for the young ones.