It was a pink carpet affair for wee tiara-topped fans of Barbie at the advance screening of her latest DVD, Barbie: A Fashion Fairytale.

Toronto’s Cineplex Odeon Queensway was the spot where little princesses strutted their stuff and posed for the “paparazzi” in anticipation of the modern day fairytale. Presented by Universal Studios Home Entertainment Canada, it was a day of fashion, friends and fun – “magic happens when you believe in yourself” was the motto of the day.

Barbie herself was in attendance (naturally!) – much to the delight of all, particularly the VIP winners who got to sit beside Barbie for the movie – and caused a bit of a tweeting frenzy,with more than 150 tweets from guests using the #YMCBarbie hashtag.

 Based on the blog coverage – including Toronto Teacher Mom, The Fashion Mommies, Our World From A to Z – and the many pics uploaded over on the Yummy Mummy Club’s Facebook page – the matinee screening was a sparkling good time for all!

It may be the dog days of summer but don’t be fooled – back to school is just around the corner! And mid-July was the perfect time for TELUS to officially unveil its new Back-to-School smartphone line-up.

Taking place at the swanky new TELUS building on 25 York Street in Toronto, the exclusive showcase was the perfect opportunity for media to get the scoop on the new devices – all while continuing to educate traditional consumer and lifestyle journalists on TELUS’ growing brand leadership in the smartphone market space.

The secret to the event’s success? Simple. Offer something for everyone. The event was comprised of several exciting components, such as:

• A presentation from Hilen Wong, Marketing Director, TELUS Consumer Solutions, outlining the trends in smartphones on the market today and an over view of the new Back-to-School device line-up. The presentation showcased the hot new line-up of devices exclusive through TELUS this Fall along with existing handsets from the Pink breast cancer campaign.
• The announcement that TELUS is the official national wireless provider for the CFL. As part of a new two-year partnership, TELUS will bring CFL fans live games on the go, stats in real time and highlights through the first-ever Canadian Football League (CFL) mobile app.
• Media mingled with TELUS spokespeople and demo’d the devices through a series of demo bars set-up in the cocktail lounge

And this was set against the aural backdrop of DJ Brendan Canning (of Broken Social Scene fame) spinning some wicked tunes for media to vibe to. With more than 35 journalists in attendance from various Consumer/Marketing/Mommy Blogs media outlets (Media in Canada, MobileSyrup.com, Canwest, CTV, Wee Welcome, MSN Canada, BlogTO, PEACE Magazine and Branchez-Vous to name a few) the event was a stirring success. This includes over 90 articles to date!

LG’s products had been long‐considered the epitome of sophistication and style, so it was only fitting to have the brand extend its association even deeper into the fashion industry with the announcement of LG’s title sponsorship of Toronto Fashion Week in 2009. With the goals of highlighting LG upcoming sponsorship role, the company’s unique fusion of technology and style, and demonstrating the company’s commitment to the fashion community in the year to come, LG hosted the Fashion Fusion Gala at the end of Toronto’s Fashion Week in September 2008.

Located in a reconfigured Fashion Week tent in Nathan Phillips Square in Toronto, over 1,000 industry icons, designers and consumers alike mixed and matched while experiencing a fête of fashion. High Road worked with agency partners to stage a full fashion show with designers Agent Provocateur, Greta Constantine, Wayne Clark, Shan and a handful of International design students treating the audience to the full runway experience. Additionally, High Road managed the launch of a new fashion phone series, which was integrated into a Carlie Wong fashion show.

Entertainment was provided by Grammy Award‐winning and International musical talent, Maroon 5, who rocked the runway with their soulful sounds. High Road worked with a variety of agencies and different vendors to coordinate all the logistics of the tent, entertainment, fashion show and catering.

To open up access to the public, LG projected the party on a huge screen outside the tent in Nathan Phillips Square. And when LG conducted an open casting call for aspiring models to strut their stuff on the runway and win access into a variety of fashionable events, High Road did public relations as well as online editorial outreach and social media relations to spread the word..

The Fashion Fusion Gala secured coverage from top‐tier publications, news broadcasts and online sites. The program, which continued with LG Fashion week in March 2009, October 2009 and October 2010, continues to drive home the message that LG is a brand focused on high‐tech and fashionable design.

Learn more at: www.lgfashionweek.ca