CPRS Case Study

Canadian Public Relations Society

Conference Branding and Design

In 2006, we were hired by the Canadian Public Relations Society to help with the branding and marketing of its National Conference, which was to be held that year in Niagara Falls. While this annual gathering is one that many members never want to miss, we were determined to add a little extra incentive for those who were thinking about attending, by promoting the exciting experiences they might enjoy in a city that is host to many world-renowned visitor attractions.

As we sorted through the many colourful images showcasing these attractions, we began to focus on the iconic yellow rain suits worn by tourists when they journey under the Falls. This turned out to be an engaging brand solution, and one that gave us a compelling visual vocabulary we could use for all the conference marketing materials, including the website, newsletter, desk calendar, magazine ads, conference program, awards program and banners.

The 2006 Conference is now regarded as one of the most successful in CPRS history, with attendance and conference revenues exceeding all previous national events.

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