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Client: Toys"R"Us Canada
Role: Account Director, Torchia Communications
Event Date: December 4, 2019
Location: Sherway Gardens, Etobicoke, Ontario
Challenge
Toys"R"Us Canada wanted to elevate its Community Outreach Partnership Program during the holiday season by bringing joy to underprivileged children while reinforcing the brand's commitment to play and imagination. The goal was to create a memorable, high-impact event that would resonate with families and communities while supporting key charities: Big Brothers Big Sisters of Toronto and the Starlight Children's Foundation Canada.
Fred VanVleet, Toronto Raptors point guard and 2019 NBA Champion, was selected as the perfect ambassador to represent the brand's resilience, community support, and youth empowerment values. However, multiple stakeholders, including Fred's team, the charities, and Toys"R"Us, needed to seamlessly coordinate while ensuring high media visibility for the event.
Solution
Solution
As Account Director at Torchia Communications, I led the full execution of this community engagement event. My responsibilities included:
Coordinating between Toys"R"Us Canada, Fred VanVleet’s management, Big Brothers Big Sisters of Toronto, and the Starlight Children’s Foundation to ensure alignment and logistical success.
Organizing media outreach and managing media relations for high-profile coverage.
Developing a detailed run of show, ensuring every moment was crafted to maximize impact for the children and media engagement.
Securing 40 children from both charities would receive $200 gift cards to spend on toys during the event.
Facilitating photo and interview opportunities with Fred VanVleet for media outlets and coordinating social media amplification across channels.
Crafting key messages for Fred and Toys"R"Us executives to highlight their commitment to community outreach and the power of play.
Results
Results
The event was an overwhelming success, bringing holiday joy to 40 children who left with gifts personally selected with Fred VanVleet. The following outcomes were achieved:
Media Coverage: Media placements including coverage on TSN, BarDown, Narcity, and major social media profiles such as the Toronto Raptors and Uninterrupted.
Media Reach: A total media reach of 13 million across traditional and digital platforms.
Community Impact: The event strengthened Toys"R"Us’ reputation as a community-focused brand, and Fred VanVleet’s involvement created significant media interest, helping build brand trust and visibility.
The success of this activation highlighted the power of meaningful partnerships between brands, athletes, and community organizations. This event became a cornerstone for Toys"R"Us’ community outreach efforts, setting the stage for future collaborations.
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