High Road’s Meghan Neufeld talks about our recent work with Mark’s on their Spring 2011 walk in closet and Look Book.

As High Road is often known to take the road less travelled, an unconventional–and belated–holiday celebration was right up our alley (pun intended).

In late January, our Toronto team hit up The Ballroom – the new downtown bowling alley located at Richmond and John.

Divided in to our teams of eight, High Road rose to the challenge and stuck it to the lanes. Staying true to our nature, we figured that a wrap report would be the best way to communicate why bowling will allow you to have an epic holiday party.

Objective: Celebrate High Road’s hard work in 2010 by treating the office to a half day of fun and excitement.

Strategy: Provide High Road staff with an immersive, hands on experience that will celebrate their hard work and success.

Tactics:

• Host party at a venue that lends itself to some sort of physical exercise, but also serves cocktails.
• Infuse an element of competition in to the activity. Everyone knows that PR folks are as competitive as they come.

Key Learnings:

• SWOT analysis – Always important before you being a game to analyze the strengths, weaknesses, opportunities and threats.
  • Strengths and Weaknesses:
    • Evaluate your team. Some will be bowlers, some will take on the role of drink rovers. What is important is that everyone plays a role and contributes to the team’s overall success.
• Opportunities:
  • Get social with colleagues you may not work with on a regular basis.
  • Show off your hidden talent.
• Threats: Never underestimate “the new guy”. He just might bowl you under the table. Gary, we knew we hired you for a reason.
• Key messaging – We can’t stress enough the impact that key messaging can have when it is directed at your opponent in the form of “trash talking”. Several teams had strong message pull-through at this event which resulted in them moving on to compete in the final showdown.
• Math is still irrelevant – The screen does the counting for you.
• Stay out of the gutter – This is both important figuratively and literally.

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Good times were had by all. Also, High Road is now accepting any bowling challenges – we will take you on!

The leading convicts from Death Race 2, Tanit Phoenix and Luke Goss, recently came to Toronto to promote the DVD and Blu-Ray release of their explosive new film from Universal Studios Home Entertainment, and High Road was along for the ride.

After a full-day of media interviews at the Thompson Hotel, hundreds of fans of this cult series joined the cast at the ScotiaBank Theatre for an exclusive screening and Q&A.

Following the screening, Toronto media and influencers were blown away by a VIP party held at Tattoo Rock Parlour featuring a performance by the Trews. Party-goers had the chance to mingle with the cast and to get a free (real) tattoo, courtesy of Universal Studios Home Entertainment.

Here’s a synopsis for Death Race 2:

In the world’s most dangerous prison, a new game is born: Death Race.  The rules of this adrenaline-fueled blood sport are simple, drive — or die.  When repentant convict Carl Lucas (Luke Goss) discovers there’s a price on his head, his only hope is to survive a twisted race against an army of hardened criminals and tricked-out cars. Death Race 2 tells the explosive story of how the legendary race began.  Strap yourself in for an insane thrill-ride!