The Challenge
Captivate Network (formerly Elevator News Network) is the company that puts TV screens into the elevators of office towers in major cities across North America. The top two-thirds of the screen displays news and other information while the bottom third carries full-motion advertising. In its early days Captivate was looking for investors to help fund its build-out as it gained credibility with marketers as an advertising vehicle.
Polaris‘ mandate from the company was to reach both audiences–potential investors and marketing decision-makers–with positive stories about the company.
Polaris PR Strategy
For over three years, we steadily worked the Canadian media to generate substantial coverage for Captivate (and before that Elevator News Network). The majority of our coverage came from pitching this unique concept as a Canadian success story, although we also leveraged specific organizational announcements.
