Coming out of E3, it is no doubt that Disney Epic Mickey is one of the most highly anticipated games to launch before the end of 2010. For the first time in gaming history, one of the world’s most iconic characters, the mouse himself, will be a playable character. Coupling Mickey Mouse with the game being designed by industry luminary Warren Spector, it was not a surprise that some Canada’s top journalists were dying to step in to Wasteland to give Disney Epic Mickey a test drive.

On Tuesday October 12th, Disney Interactive Studios Canada hosted a successful three-part preview day for Disney Epic Mickey in Toronto, featuring special guest Warren Spector. The day kicked off with Warren appearing on Canada’s largest morning show, Canada AM. Warren then met one-on-one with all top-tier Canadian print and broadcast media throughout the day, followed by a cocktail-style preview event located in a trendy gallery in downtown Toronto. Media, retail partners and influencers joined DIS for an evening of demos and hands-on game play, while being entertained by the painting talents of Disney artist Joe Yakovetic and to tunes spun by a hip Toronto DJ. The event was a huge hit, creating positive buzz and anticipation in advance of the launch of Disney Epic Mickey in Canada on November 30^th.  

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

When LG Canada wanted to launch its LG POP series of phones, the company turned to High Road, its agency of record, to create a comprehensive integrated PR and marketing program.

In order to build a strong foundation on which to grow an engaged Canadian community and develop sales leads, High Road worked with LG to develop a design theme that would lend itself to a variety of mediums. This included both print and online ad integration, website development, a consumer activation at the Air Canada Centre, a Warner Music Contest, a Pop your Pic photo sharing program, online influencer outreach and traditional public relations.  Additionally, a contest and photo sharing application were launched to encourage prospective customers to sign up for LG’s customer database.

The resulting images and applications were seen around LG Fashion Week, throughout the ACC, and online via social media, as people who Popped their Pics used them as their Facebook and Twitter avatars.

The entire program was created in house by High Road’s integrated digital, design and communications teams.