background
After years of receiving scarce or even unfavorable media coverage, the Musqueam Indian Band wanted to broadcast their goal of becoming a self-governing nation including their plans for a broad community revitalization and overall economic development.
OBJECTIVE
Dunn PR’s role was to help tell the Musqueam’s story of community revitalization and
the development milestones achieved by the band, primarily before an audience of potential
business partners as well as elected and civic officials.
STRATEGY
Dunn PR pitched a variety of stories to business media including the Musqueam’s real estate development plans; Chief Ernest Campbell’s strategy for band prosperity, and the Musqueam youth who are helping propel their people forward. The band’s creativity was also showcased through profiles and features in mainstream homes, lifestyle and arts media.
RESULTS
10 hits in the B.C. media market including profiles in The Globe and Mail, BC Business Magazine, The Vancouver Sun, Business in Vancouver and Western Living Magazine, among others.
- A variety of online and blog hits for Musqueam entrepreneurs and band activity including profile on Vancouver Observer.com, VancouverisAwesome.com and Hummingbird604.com
- Broadcast – interviews on CBC Radio The Early Edition and CTV News, among others.
- Dunn PR helped to lay the foundation for Musqueam’s social media presence by helping to build a Musqueam Indian Band Facebook page to allow the band to communicate with external audiences and engage with the internal community. VancouverIsAwesome.com recommended the page to its readers.