Birks Diamond Tribute to the Year’s Women in Film in Partnership with Telefilm Canada« Back to Case Studies
Touchwood PR has worked with Telefilm Canada on various events including the 2013 & 2014 Birks Diamond Tribute to the Year’s Women in Film event that takes places during the Toronto International Film Festival.
The event celebrates female actors and directors who have made outstanding contributions in film or television. The event hosts a glamourous red carpet for the honourees and emerging, established and legendary Canadian actors and directors. The goal of the event is to build media awareness for the Birks Diamond Tribute and to further establish Telefilm Canada’s priority of promoting Canadian content while landing media coverage for the women celebrated.
STRATEGY AND TACTICS:
Media coverage and attendance: Our strategy for the event was three-fold: advance coverage, red carpet coverage and party coverage. In the weeks leading up to the event we worked with media to garner general coverage of the event once the women honourees have been announced. We then secured media to attend the red carpet media line, and extended invitations to the media to attend and cover for local and national party pages.
Red Carpet Talent: Touchwood PR reached out to our network of agents, managers, and personal and film publicists to secure talent attendance. We ensured invitations to actors and directors with films in TIFF as well as to the TIFF Rising Stars.
Logistics: To ensure a smooth and well-run event, we worked in partnership with Birks and Telefilm on the event logistics, including ensuring proper security, to the lighting and tech in tent and stage area, to creating talent itineraries and cars.
Each year the Birks Diamond Tribute has grown to become one of the favourite TIFF parties for talent, filmmakers and industry executives. Each year the event has had over 75 of Canada’s top, emerging and established acting and directing talent walk the red carpet. We were able to facilitate a significant number of red carpet talent by implementing our highly effective red carpet system. We have garnered national and local media coverage for the event from national entertainment TV shows, local news channels, to fashion bloggers, and party pages. Each year we have secured several live TV hits directly from the event where the honourees were interviewed.