Ford Models

Situation Overview

Ford Models Canada was looking for an agency to project manage and promote the nationwide search of girls to represent Canada in the Ford Models Supermodel of the World Search.

Ford Models had partners Redken, Maybelline and Diesel on board and wanted to raise the profile of the search and the partners through targeted media relations and promotions.

This was the first time in 11 years that Ford Models had conducted a nationwide search in Canada.

Objectives

• To raise the profile of Ford Models Supermodel of Canada Search in Vancouver, Toronto, Montreal, Calgary and Halifax;
• To maximize visibility of search partners Maybelline, Redken and Diesel;
• To encourage girls and their families to attend the searches.

Success

• Coordinated key aspects of finale event including: Speaking points, Red carpet management, Celebrity outreach (stars from film, television, music and fashion all graced the red carpet), Run sheet for the show and television production schedule;
• Raised profiles of previous Supermodel finalists (i.e. Kate Somers and Bojana Reljic), Ford Models’ talents (i.e. Tomiko Fraser, Elyse Saunders, Jessica McEown), Ford Models and sponsor executives (i.e. John Caplan, Diane Lang, Aaron Newbill, Dorianne Dalati at Redken etc.);
• Secured extensive broadcast, print and online coverage in local and national media;
• In total, about 1600 people participated in the search and the beauty trend workshops (i.e. girls, friends and family);
• Secured partnerships with FIJI Water, Skyy Vodka, Campari for search finale;
• Leveraged relationships with media to secure 1-hour prime time television special with CityTV;
• Maximized sponsor visibility with 96.9 million media impressions;
• Total ad value 3.8 million dollars.

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