Shelley and her team at Polaris are exceptionally talented public relations professionals. They were my PR AOR for six years when I was the Director of Advertising and Promotions for Hallmark Canada. Polaris is definitely a top-notch firm with creative ideas that move the needle on consumer purchase intent. I would not hesitate to recommend them — great results, experts in the field and great value.
Challenge: Although Hallmark Canada’s primary consumer is women, Valentine’s Day is the one season when men purchase greeting cards. In order to reach both men and women without multiple programs (and a large budget), Polaris Marketing & PR designed a hockey-themed media relations campaign, called “Hallmark Puckers Up For Valentine’s Day.”
Solution: Over 4.5 million Canadians —both men and women — are involved in hockey. Our program focused on the fact that Valentine’s Day fell on a Saturday, the same night as Hockey Night in Canada. Canadians, both men and women, would be faced with a unique scheduling conflict—or Dating Dilemma. Would they plan a romantic night out without hockey, celebrate early on Feb. 13th, or incorporate their love of hockey with romance on the 14th? An Ipsos-Reid survey explored some of these questions with the results forming the basis of our media outreach.