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2017 US Presidential Inauguration

Furthering the 🇨🇦-🇺🇸 Relationship

OVERVIEW / PROBLEM

Global Affairs Canada is an agency of the Government of Canada that furthers its diplomatic and consular relations, promotes the country’s international trade and leads Canada’s international development and humanitarian assistance. As part of each presidential inauguration, WeUsThem were approached to assist with event management, photography, media relations, social media, etc. to further promote this relationship pre and during the inauguration.

APPROACH

Managing on-site photographers on the street, within the Embassy as well as within the crowds, along with the vendors including the jumbotron suppliers, the photobooth, while managing media relations and affording crisis communication supports, a social media campaign was put together prior and on the day of the inauguration. As the only Embassy on the parade route and with dignitaries from both countries including members of the Canadian cabinet, senate, US policy makers and politicians, etc. the campaign was crucial in maintaining, managing and increasing diplomatic relations between both countries. Coordinating all resources on the ground, while managing all campaign messaging for social and digital media were done both in DC as well as from our studios in Halifax.

Not many know of the Japanese internment camps that arose in Canada in the aftermath of Pearl Harbor. We set out to tell the story. The narrative, told in AR and written by acclaimed author Joy Kogawa, blends her real-life experience with the story of an indomitable spirit.

RESULTS

370% increase in mentions
108% increase in impressions
335% increase in reach
417% increase in engagement