After months of meetings, brainstorms, research, coding, writing, editing, shooting videos, designing and dreaming, High Road was excited to be a part of the official launch of BrighterLife.ca.

A content marketing site powered by Sun Life Financial (a High Road client for the last four years), BrighterLife.ca is designed to deliver relevant and valuable content to attract, acquire and engage an audience in a way that avoids jargon and a hard sales push. The content is all presented in plain language and focuses on topics people think about– family, health, money, working life and retirement.

BrighterLife.ca invites everyone to get involved – by reading, posing question to its columnists, contributing ideas and experiences, answering poll questions and sharing insights with those who face similar challenges.

High Road is proud to be a part of the BrighterLife.ca launch, and looks forward to working closely with Sun Life as the site continues to expand.

 Check it out at http://brighterlife.ca and in French at http://simplementbrillant.ca/.

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

To drive awareness for a new LG mobile phone (which has a full slide out QWERTY keyboard) and reach the target audience of Canadians between 16 and 24, High Road created and implemented a national texting championship. High Road developed an integrated campaign that brought together experiential marketing teams, public relations, advertising, web strategies, and sponsorships in 18 cities across Canada, including Toronto, Calgary, Winnipeg, Edmonton, Regina, Ottawa, Vancouver, Montreal and Quebec City.

For each city, High Road worked with regional partners to design a texting championship kiosk in a high traffic consumer area. We managed the signage and sponsorship opportunities for LG partners Bell, Telus and Rogers in the kiosk area for each event. High Road also supervised the hiring and training of street teams who worked the kiosk area to encourage Canadians to register and compete in the texting championships.  The cheerleaders and referee-uniformed team members worked closely with each contestant to register their entry on touch screens, help them choose a phone, and then move them on to the competition station. At the end of each city competition, the kiosk team provided photographs and participant marketing data to High Road and LG.

In addition to the regional competitions, there was also an online element which included YouTube videos, photo posting, and Facebook integration, which enabled Canadians who weren’t located in one of the 18 cities to compete.  All of the competitions culminated in a final National Championship event in Toronto where finalists battled for $25,000. In all, over 20,000 Canadians competed across the country. High Road’s success in extending LG’s brand awareness while adhering to strict budgetary guidelines led LG to choose High Road to mount a second National Texting Championship in 2009.