Gabor Group client Restaurants Canada needed to raise awareness about the unfair provincial liquor laws that affect bars and restaurants differently across the country.
To accomplish this, Gabor delivered a campaign that presented a detailed report card awarding grades and comparing liquor laws by province. It included an engaging infographic highlighting strange, still-on-the-books provincial liquor laws, and a digital and social media campaign targeting provincial decision makers and exposing outdated and unfair laws.
Gabor created a dedicated CNW Content Centre microsite telling Restaurants Canada’s story. Traditional and social media relations tactics were used including a national news release and op-ed articles for major dailies.
Total reach was an impressive 12,888,371 impressions. According to Restaurants Canada shortly after this campaign, “This campaign has already brought favourable response from the provincial stakeholders.”