When the Festival International des Sports Extrêmes (FISE) decided to make Edmonton its Canadian home, Edmonton tourism reached out to us to support them in extending the event’s reach into the community. We conceived of and implemented a number of local “FISE Clinics” where we brought together some of the best riders in the world and local athletes. We leveraged these as part of our media relations strategy, and built on the relationships as we expanded into more traditional media support for the event. We connected with the local extreme sports communities on behalf of FISE, and worked on the ground at their inaugural Canadian tour stop.
Our role required us to collaborate and coordinate with Edmonton Tourism, The City of Edmonton, FISE (France) and their social media Agency in the UK.