Diner en Blanc

Event Marketing & Public Relations

Case Study:

OBJECTIVE

The Mint Agency was tasked with launching the first official Diner en Blanc in the Toronto market among media and consumers. What initially started with a handful of friends two decades ago in Paris, Diner en Blanc has grown to over 15,000 people
each year.

APPROACH

  • The Mint Agency lead all project elements including event management, media relations and post-event amplification  
  • Facilitated all event licensing and permitting for outdoor execution to align with global brand guidelines
  • ›Managed the entertainment and A/V requirements for the event and secured a three-piece band for the duration of the dinner
    and DJ for the after-dinner dancing component of the evening
  • ›Developed comprehensive PR strategies to engage relevant local and national media and secure branded stories pre and post event

RESULTS

  • Event activation resulted in 250 million media impressions across Canada
  • Activation won Best Media Event at the Annual Style Awards
  • 1,400 tickets were sold out in one month with 3,000+ attendees on wait-list

 

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