Develop and Deploy a Media Strategy Around the Appearance of Stylist Marylin Fitoussi at the M.A.D. Festival
The M.A.D. Festival, a true urban platform, is the largest open-air event of its kind in North America. In 2024, the festival scored a major win by attracting internationally renowned stylist and costume designer Marylin Fitoussi, reinforcing its status as a cultural event not to be missed.
As a trusted ally of the M.A.D. Festival for many years, Exponentiel played a key role in promoting this major event. With its expertise in communications and media relations, Exponentiel was mandated to maximize the visibility and impact of Marylin Fitoussi's appearance at the festival.
Objectives
Maximize the reach of the announcement of Marylin Fitoussi's visit to Montreal, augment the reputation of the M.A.D. Festival's activities by leveraging that of internationally renowned stylist Marilyn Fitoussi, and increase interest in the exclusive conference that the stylist will give at the M.A.D. Festival.
Strategies
Weeks before Marylin Fitoussi's arrival in Montreal, Exponentiel deployed a meticulous strategy in collaboration with the M.A.D. Festival to maximize the media impact of this announcement. To get around Ms. Fitoussi's very limited availability, held up by a shoot abroad, it was crucial to find an effective solution to create a media buzz.
Exponentiel proposed a targeted approach: offer exclusivity to a media outlet with a wide reach and the ability to cover the story in full. The morning show Salut Bonjour was targeted for the first announcement of the news.
Thanks to careful planning, Exponentiel coordinated the announcement and a live interview with Marylin Fitoussi a month before her visit to Montreal.
During the interview, Sabrina Cournoyer, the show's cultural journalist, not only highlighted the remarkable career and work of the internationally renowned stylist, but equally created a direct link with her conference at the M.A.D. Festival, ensuring optimal visibility for the event.
In continuation of the strategy, Exponentiel organized a session of exclusive interviews the day before the conference. The objective was to enable journalists to meet the stylist in person, while respecting Ms. Fitoussi's availability for media relations. Exponentiel invited a select few journalists to take part in a unique discussion, tinged with frankness and authenticity.
Exponentiel was also present during the interview session with Ms. Fitoussi and the founders of the M.A.D. Festival to welcome the journalists and ensure follow-ups.
Results
The media relations strategy orchestrated by Exponentiel generated significant results, contributing to extensive exposure for the M.A.D. Festival.
The exclusive Salut Bonjour announcement, accompanied by a live interview, was quickly picked up by several Quebecor platforms, amplifying the event's audience and visibility.
As part of the initial announcement, an exclusive interview with Chantal Durivage, co-founder of the M.A.D. Festival, in La Presse reinforced the credibility and importance of the event.
During her visit to Montreal, Marylin Fitoussi charmed journalists with her generosity and authenticity. Thanks to the interview session organized by Exponentiel, the festival and the stylist benefited from a prominent presence in major media, such as La Presse, Le Devoir, 98.5 FM, Radio-Canada and Elle Québec.
Marylin Fitoussi's conference at the festival captured the public's attention by conveying her passion and energy, all while reinforcing the M.A.D. Festival's position as a must-attend event in Montreal.
Exponentiel's contribution to the event helped increase the festival's visibility and attract an even larger audience.
Faits saillants
- 1 exclusive live interview on Salut Bonjour, Canada's most watched morning talk show
- 5 major media outlets met during an exclusive group interview session
- 360 coverage of the M.A.D. Festival and Marylin Fitoussi: on radio, TV, the web, newspapers and magazines.
- A conference by Marylin Fitoussi with a large audience
