The Background

rock-it promotions is the Fashion Design Council of Canada’s (FDCC) agency of record and has successfully managed publicity for Toronto Fashion Week over six years, spanning 12 seasons.

Task at Hand

Launch LG Fashion Week’s Spring/Summer 2012 season to national and international media, introducing a new location at David Pecaut Square in Toronto.

The Goal

Continue to grow Toronto Fashion Week, the second largest fashion week in North America. Build national and international awareness of the event and Canadian designers through media coverage and social media buzz.

The Execution

From August to October 2011, rock-it promotions distributed press releases leading up to and during Toronto Fashion Week. With various stakeholders to liaise with, including IMG and FDCC staff, rock-it facilitated a large number of media requests and secured all advance coverage. rock-it promotions also managed media and industry accreditation for more than 300 guests. The rock-it PR team greeted media, high-profile talent (all secured by rock-it promotions) and VIP guests at the tents, and directed photographers to capture notables in attendance. Inside the tents, rock-it promotions directed all media and industry seating, moderated backstage media interviews, and facilitated all one-on-one requests with FDCC president Robin Kay. Representatives from rock-it promotions were present at all key points of the tents including front of house, runway and studio, backstage entrance and backstage step-and-repeat.

The Results

At the conclusion of Toronto Fashion Week S/S 2012, rock-it promotions tallied a total of 59,044,511 print impressions, 14,942,300 broadcast impressions and 500,479,744 online impressions, for a total of 574,466,555 impressions.