Toronto International Boat Show
To increase attendance and awareness of the annual mid-January show – the biggest in Canada and one of the largest in North America. Holmes was challenged to create additional pre-show publicity impacting ticket sales by increasing awareness among the standard Boat Show target audience (adults 25 – 64) but with specific emphasis on seniors and Southern Ontario ethnic populations.
Holmes developed the Anchors Aweigh Relay, taking place two days prior to the Show opening, which includes four teams representing the marine safety units of the Metro Police Service, Toronto Fire Services, Toronto EMS and the RCMP. Each of the four team members carry a 10-kg anchor from one end of the world’s largest indoor lake at Ricoh Coliseum. Chief Bill Blair (TPS), Chief William Stewart (TFS) and EMS Chief Farr have appeared, while Councillor Doug Ford was the 2013 Race Marshall.
Total media coverage for the show resulted in 613 media hits and 50+ million impressions.