After announcing a $2.5 billion expansion of the aluminium industry in Kitimat, British Columbia’s Rio Tinto Alcan set out to launch an awareness campaign targeted to contractors and top trade talent from across the country. While the $2.5 billion Kitimat Modernization Project (KMP) was big news in Northern BC, the vast majority of the province, and remainder of Canada had minimal information on one of the largest private investments in recent history. Rio Tinto Alcan was looking not only to raise awareness of the positive economic impact this large-scale modernization project would have on BC and other parts of the country, but also to attract the best talent from construction and trade sectors to bid on contracts related to the project, and turned to us to help achieve both. We combined our extensive knowledge of trades and economic news making, and executed a Contractor Trade Forum with attendees from all across Canada. By leveraging the influx of contractor interest in the Kitimat Modernization Project, we then capitalized on media relations by hosting a press conference and speaking event with the senior executives of Rio Tinto Alcan.
Over 300 people attended the forum and press conference, effectively jump-starting the bidding process for hundreds of companies and contractors looking to get involved in the Kitimat Modernization Project. Positive stories ran in 18 different national and provincial news outlets over a two-day time span, including the The Globe and Mail and Global TV, resulting in country-wide attention.