Our Work


 

OUR PARTNERS IN THE NEWS

NATIONAL INSOLVENCY FIRM

For the past five years, we have worked with one of the largest personal insolvency firms in Canada to position them as thought leaders on insolvency and personal finances in Canada. During this time, we developed a quarterly report tracking Canadians’ attitudes about their debt situation and their ability to meet their monthly payment obligations, which has become a well-established barometer of how Canadians are feeling about their finances. Providing expert commentary and advice from Licensed Insolvency Trustees, alongside the results of the quarterly report, their LITs have become sought-after spokespeople, speaking in the media across the country on current business and finance news and topics that relate to personal finance and insolvency.

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The results:

  • 748 media features in Q4 of FY 2022

  • 18% YOY increase in media features for FY 2022

  • Features in local and national publications including:

Canadian dollar representing personal finance
Financial post logo
BNN Bloomberg logo
Globe and Mail logo
CTV News logo
Global News logo
CBC News logo

NATIONAL INSOLVENCY AND RESTRUCTURING ASSOCIATION

Through the monitoring and interpreting of insolvency filing trends and strategically positioning the association as the national voice on insolvency matters in Canada, we have garnered national media attention for this association which represents their professional members and associates.

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The results:​​

  • 833 media features in FY 2021

  • 90% YOY increase in media features for FY 2021

  • Features in local and national publications including:

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Financial Post logo
BNN Bloomberg logo
Globe and Mail logo
CTV News logo
Calgary Herald logo
Toronto Star logo

PRIVATE LIQUOR STORE CHAIN

During the height of ‘beer-drinking weather’ this summer, we worked with the BC-based liquor retail chain to present local media with story opportunities on beer consumption trends in BC. The media outreach featured BC beer consumption data and alcohol consumption trend insights, as well as commentary from the retailer’s spokesperson on the hyper-locality of shopping habits and seasonally trending products. The campaign garnered media mentions for the chain across BC and across the country, highlighting the retailer’s unique and popular product offerings.

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The results:​​

  • 93 media features

  • Features in local and national publications including:

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WESTERN CANADIAN PHARMACY: FLU SEASON

To support the Western Canadian pharmacy's annual flu shot campaign, our team developed an annual flu survey and created both national and localized press releases highlighting newsworthy aspects of the survey results while also incorporating the brand's key messages and the expertise of their pharmacists. The annual campaign garnered nationwide media coverage, positioning the company's pharmacists as accessible primary healthcare providers who can offer valuable advice to patients during flu season and encouraging more individuals to receive their flu shot to protect themselves and others.

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The results:

  • 648 media features during the seasonal campaign

  • 47% increase in media features compared to the previous season

  • Greatest share of voice in broadcast mentions compared to competitors in Western Canadian market

  • Features in local and national publications including:

Flu shot vaccinaton syringe
CTV News logo
Global News logo
CBC News logo
Calgary Herald logo
Daily Hive logo
Global News Calgary logo

WESTERN CANADIAN PHARMACY: ALLERGY SEASON

Leading up to allergy season, our team developed an annual allergy season poll on Canadians' thoughts and behaviours around allergy symptoms and symptom treatment, and through a partnership with Aerobiology Research Laboratories, we also identified trends surrounding the start and length of pollen seasons. The newsworthy findings from this research were crafted into national and localized press releases which featured expert commentary and advice for allergy sufferers from the company's pharmacists. The campaign received media mentions from news outlets across the country, positioning their pharmacists as an accessible resource for patients on allergy symptoms and treatment.

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The results:

  • 135 media features during the seasonal campaign

  • Received 5 times as many earned media mentions regarding allergy season as the competition

  • Features in local and national publications including:

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Global News BC logo
Daily Hive logo
Vancouver Sun logo
Global News Calgary logo
CityNews 600 Calgary logo
Global News Radio 770 CHQR Calgary logo

INTERNATIONAL FAST FOOD CHAIN

Hamburger from fast food chain
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The results:

  • 31 media features

  • 115 social media mentions

  • Collective 312,000 followers amongst media & influencers invited

  • Features in local publications including:

News of the brand's first fast-food opening in Calgary spread quickly after their successful media preview event, with media relations support from White Rabbit PR. Their big, juicy premium burgers, sought-after fries and hand-scooped shakes were a hit with media guests, who shared photos of their mouth-watering meals on social media with their branded hashtag. The hashtag trended in both Calgary and Canada, building even more anticipation for the official public opening. The drive-thru lineup on opening day was so long, it made the traffic news on 660 News radio, who mentioned it on their station throughout the day.

Global News Calgary logo
Calgary Herald logo
City News 660 Calgary logo
Breakfast television logo
CTV News Calgary logo
Calgary Sun logo

SEXUAL ASSAULT SERVICES ASSOCIATION

Highlighting the key findings of new research on the prevalence of sexual assault and childhood sexual abuse in Alberta, White Rabbit PR earned media mentions for the association in major news outlets across Alberta, bringing awareness to the problem of sexual violence and the need for survivors to be able to get support. White Rabbit has also supported the association's province-wide awareness campaign, garnering media coverage across the country to help encourage victims of sexual assault to share their experiences with friends, counsellors and police.

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The results:

  • 71 media features from research-based campaign

  • Features in local and national publications including:

Global News Calgary logo
Calgary Herald logo
CTV News Calgary logo
630 CHED Edmonton logo
Edmonton Journal logo
CBC News Calgary

Calgary, Vancouver

CANADA

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