expanding an audience
Prime Video was set to launch their first original Canadian drama series, Three Pines to the Canadian market. Though fictional, the series addresses very real, timely issues involving the Indigenous community, including missing and murdered Indigenous women and the violence committed at Residential Schools.
partnering with an Indigenous consultant
In only seven weeks, we developed a public relations strategy with collaboration, empathy, and advocacy in mind and action. We started by partnering with an Indigenous consultant to develop key messaging that highlighted the hardship and resilience portrayed in the show.
Our comprehensive messaging document acted as a guide throughout our outreach and media engagement efforts, and allowed us to maintain narrative control when working with talent and across verticals.
getting the word out
We developed a multi-level media matrix that targeted mid-and short-lead press with pitches across entertainment, news, books, local feature, industry trade, and lifestyle verticals. We also planned and managed an intensive press junket in Montreal, facilitating a record-breaking 60 virtual and in-person interviews with rotating cast and crew over the course of one day.
celebrating the show
We also welcomed 175 press and influentials to a red carpet screening event at Rialto Theatre in Montreal. We managed press and cameras on the red carpet and reception, facilitating pre-negotiated and on-the-spot interviews with key cast and crew.
The Three Pines launch and premiere represented one of Prime Video’s most successful PR campaigns in Canada, with press that trickled over to Australia, the US, and the UK. Before the series even premiered, we had over 31.1M earned media impressions in Canada, with embargoed features in top-tier outlets, including the Globe and Mail, CBC, Montreal Gazette, Toronto Star, etalk, and ET Canada, that drove major impact leading up to launch and brought essential issues and voices to the forefront of culture with Prime at the core.