• Toronto-based SIREN COMMUNICATIONS was appointed PR agency of record for Tradewinds, which provides crewed yacht charters in the Caribbean and other destinations.
Siren Communications, which specializes in travel and tourism, won the business on a referral, said agency founder and CEO Ann Layton. “[TradeWinds has] been doing really well with no marketing spend whatsoever, but as the company is growing… they felt the need to start getting the word out,” she said. Siren Communications will help promote the company in Canada and the U.S. through traditional media, a social media campaign, and a media trip.
• Toronto- and New York-based NKPR was named PR agency of record for Square One shopping centre in Mississauga, Ont. The scope of NKPR’s work includes media relations, partnerships, talent relations, social media and events. Square One is in the midst of an expansion strategy that will see the spring 2016 opening of a new 120,000-sq.-ft. Holt Renfrew store. Quebec luxury retailer La Maison Simons is also opening at Square One next spring.
NKPR is also returning as PR AOR for Love Art, the Canadian edition of the global Affordable Art Fair, whose mandate is to make art accessible for everyone. Love Art takes place in Toronto April 16 – 19, following its successful inaugural season last year. “After an outstanding first year of excellent media results and consumer awareness, we wanted to continue to work with NKPR to build on those successes,” said Love Art Fair director, Nicole Milkovich, in a release.
• MEDIA PROFILE was named public relations agency of record for Starbucks following a competitive review. The Toronto-based agency will oversee national PR activities and will work with its regional agency partners Zone Franche in Montreal and Dunn PR in Vancouver.
The PR mandate is “all about building the brand love,” Media Profile president Alison King told Marketing. “Starbucks is one of the most iconic brands in the country and [we’re going to] build on that.”
Starbucks’ PR account was previously handled by Edelman Canada. Edelman continues to handle PR for Starbucks in the U.S. and worldwide.
