Project

2010 marked the 125 Anniversary of the Last Spike - an important national accomplishment to celebrate. Completed on November 7, 1885 in Craigellachie, B.C. the country's first transcontinental railway is largely credited for Canada's significant growth and prosperity. 

 

As lead Account Director with Edelman, our client, Canadian Pacific, required support on the communications strategy, media relations and event management, which was to include executives, dignitaries, community representatives and the signature Royal Canadian Pacific train.

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Result

Craigellachie, B.C. is in a remote area along the TransCanada highway, west of Revelstoke. It is not near any major transportation hubs nor telecommunications facilities. Hosting an event in this location, including media, is a national accomplishment unto itself.

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A full confederation-style event was created on site including the driving of a new, commemorative spike by CP CEO Fred Green and representatives from the B.C. and Federal Governments, community representation, a demonstration by Lord Strathcona Horsemen and a Howitzer salute.

 

The media relations strategy focused on paying respect to the history, but also projecting forward to the future. Attendance from representatives of the National Press Gallery as well all major broadcasters and newspapers were managed by plane, train and bus to the event and provided with satellite feeds to file stories on site. The result was extensive national and international media coverage including opinion editorials by major dailies.