NATIONAL BANK’s On the Ball program repurposes tennis balls across Quebec and Ontario into a tool to help create a learning environment conducive to concentration. Eight years after the launch of the program, NATIONAL BANK reached its goal of collecting 1,000,000 tennis balls.
To celebrate this milestone, FAULHABER developed and executed a tactical media relations plan to increase public awareness about the program. Leveraging the involvement of Wimbledon doubles champion, Vasek Pospisil, as one of the program’s brand ambassadors, FAULHABER developed a comprehensive list of media to target, seeding distinctive pitches to top-tier Canadian media outlets to generate interest, secure opportunities and fill time slots for a full day media tour. FAULHABER provided Vasek Pospisil media training on the day of the media tour, ensuring he was prepared to speak about the program.
FAULHABER’s efforts resulted in various features on broadcast and radio segments including CP24 Breakfast, Canada AM, TSN 1050, Sportsnet 590, TSN 1200 and 680News.