April was “Globetrotters Month” in Canada as the Harlem Globetrotters’ 2010 “Magical Memories” World Tour brought 13 games to 12 Canadian cities, including the first games in Toronto in 11 years. To boost ticket sales and generate excitement for “Globetrotters Month”, Paradigm Public Relations was hired to coordinate media interviews leading up to the Toronto games.
Strategy & Execution:
To tip off the Toronto media tour, Paradigm hit the hard court with playmaker Moo Moo Evans and dribbling magician Blenda Rodriguez, who brought their amazing basketball skills to the top of the CN Tower. All of Toronto’s major media outlets came out to see the Globetrotters perform tricks at the tallest point in the team’s 84 year history. The Toronto media tour continued throughout the week and Paradigm netted interviews with media including MuchMusic, Citytv, CMT Canada, Fan 590, TVO Kids, eTalk, Family Channel and Virgin Radio.
Ticket sales for the Toronto games exceeded the team’s expectations.
There were 103 Canadian news stories with a total reach of nearly 24 million