YYOGA Toronto / Queen Street Launch

Situation

Leading up to the opening of their state of the art studio YYoga Toronto studio, the beloved west coast yoga brand faced a number of challenges upon entering their newest market. In spite of their reputation for having some of the best instructors and studios in the world – the brand itself was relatively unknown in Canada’s largest city. Additionally, the new Queen Street West location was also surrounded by a number of major competitors, and budget for a comprehensive awareness campaign was limited.

Solution

With more than six years experience offering PR and event support to YYoga, Talk Shop easily approached the Toronto opening with an impeccable plan of attack. The initial preparation began by forging key partnerships with media, influencers and aligned brands including Lole and the Beverley Hotel. From there, Talk Shop set out on an extensive media tour with YYoga Founder and CEO Terry Mcbride. Finally, to celebrate the opening of the new location Talk Shop hosted an exclusive event that quickly became one of the most talked about openings in years.

Results

  • Secured $106,000 of coverage in equivalent ad value
  • Event was attended by 90 of the cities top influencers and media outlets including eTalk, Marilyn Denis, Flare Magazine, Chatelaine Magazine and influencers like Erin Bury and Bruce Croxon
  • Secured over $10,000 of contra for food, beverage and gift bags