Case Study:
Shipyards Christmas Market
From Community Event to One of Canada’s
Most Talked-About Holiday Markets.
12M+ media impressions nationwide
4.4M social views & 86K interactions
1.2M influencer-driven video views
Increased revenue for local vendors & tourism
With growing competition among seasonal events and holiday markets, the Shipyards Christmas Market needed to strengthen its national presence, drive early awareness, and position itself as Canada’s leading free Christmas destination.
The challenge was to build sustained momentum before opening, increase attendance across regions, and support vendors through strong media and digital visibility — while maintaining an authentic community-focused identity.
The Opportunity
The Strategy
We developed an integrated PR, influencer, and social media strategy focused on early momentum, high-quality storytelling, and nationwide reach:
Media & PR Activation
Launched early media outreach, targeted press releases, and a structured media tour to secure high-impact coverage across TV, print, and digital platforms.
Influencer-Led Awareness
Curated a high-quality influencer tour and partnerships, prioritizing authenticity and alignment to generate organic, shareable content.
Phased Social Media Rollout
Executed a three-phase content plan (pre-launch, launch, ongoing) with a strong focus on Reels and short-form video.
Community & Partner Amplification
Activated vendors, partners, and local organizations to extend reach through collaborative posts and user-generated content.
Data-Driven Optimization
Monitored performance weekly and amplified top-performing content through paid social to maximize visibility and engagement.
