When the Greater Toronto Airport Authority (GTAA) was first broached about a gate-side event to celebrate a new route between Toronto and Munich, they scoffed at the notion of persuading journalists to fight Toronto traffic to the airport in the middle of the day. We proved them wrong with almost 20 journalists joining us for the complex event which involved detailed security checks and clearance, food and beverage featuring Lufthansa noteworthy first class cuisine and tarmac salute. In what is perhaps the most significant event we have planned on behalf of Lufthansa, this year we also marked the airline’s sixtieth year of service to Canada with an elegant evening soiree at the historic Musée des Beaux Arts in old Montreal. Over 140 VIP guests and media joined us to celebrate. The evening traced Lufthansa’s storied past and provided a preview of future innovations. One of the evening’s highlights was the exclusive viewing of the National Geographic film, Living in the Age of Airplanes, which took guests on a fascinating trip around the world exploring the wonder and magnificence of flying.
The InterContinental Toronto Centre Hotel is a thirty-year-old hotel property that competes against several new four and five star hotels at the high end of the market, as we well as several aggressive newcomers pushing from below. Jesson has inventively out-stripped this competition by creatively developing newsworthy programs and activations. For Valentine’s Day, we developed a promotional concept, My Heart Races for You, in partnership with Downtown Porsche. This was a romantic and exhilarating hotel package that created in-house buzz by placing a Porsche in the middle of the lobby. The creative concept secured items in the Toronto Star and National Post.The Queen for the Day package was featured in the Toronto Star and the Toronto Sun. The Time Out in T.O. summer family package was full of fun and complimentary goodies including a movie night with popcorn, and a bottle of sunscreen for hitting the sunny streets and shores of T.O. This family package received features in the New York Post and Canadian Travel Press. A mass yoga class in the lobby in conjunction with International Day of Yoga attracted television coverage by both Breakfast Television and CP24. Results speak for themselves. In 2015 for this one hotel we generated more than 320 individual stories resulting in 275 million media impressions!
Following the high-profile unveiling of "Golden Leaves" a statue of the legendary Gordon Lightfoot in Orillia which had been commissioned by the Remington Group., we were asked to launch the Pride of Canada carousel as the centerpiece for Remington's newest development, Downtown Markham. Designed by artist Paul Amiot it will be the hub of community life in the new city centre. Jesson was both event stager and publicist for the July 1st Canada Day public launch.
Media activity started with event listing postings and outreach was targeted to over 530 arts, general lifestyle, entertainment, travel, ethnic and community journalists and outlets. Through a concerted effort working with the Toronto Star, Jesson secured front page coverage in the July 1st issue.