Our Expertise

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We believe there is an inherent need for a public relations agency to understand the intricacies and inner workings of their client’s business. Not just to guide the dialogue with its employees, customers and shareholders, but to understand and provide recommendations on how clients are living up to their values and promises. To do this, we invest to garner the knowledge of operations, logistics and distribution, customer relations, regulatory environment, merchandising, marketing, corporate culture and how key partners play a role in an organization’s success. We make ourselves experts in your business, so our recommendations and strategy are based on fact and not assumption.

Consumer MarketingConsumer Marketing

With more than 35 years of experience in consumer marketing, our knowledge is what gives us the ability to understand how consumers interact, learn, share, get inspired and share news within their own networks. We collaborate with clients to develop brand strategies that stand out in the competitive environment, emotionally engages with consumers, generates positive discussion and positions companies for business success. Our consumer marketing creates emotional connections between consumers and our clients, which helps generate positive discussions, increase brand affinity, drive traffic, encourage trial and contribute to sales, and increases the percentage of business success.

 

experiential eventsExperiential Events

Special events are often the cornerstone of consumer marketing, internal communications and local sponsorship activations. From international conferences to specialty events and amplifiable content design, we have expertise in conceptual development and execution of both small and large-scale events with tangible, quantifiable results.

 

Digital CommunicationsDigital Communications

Citizen understands that digital communications has become a critical aspect of engaging with your audience. We can enhance your impact and protect your brand across various social media channels through: web and content strategy; community analysis and management; content marketing; influence identification and engagement; blogger relations and engagement; monitoring and engagement; and data analytics measurement.

 

 Media & Influencer RelationsMedia & Influencer Relations

Our consultants spent years building and maintaining strong and lasting relationships with key media in order to develop and execute successful media relations campaigns on behalf of our clients. Our award-winning team creates impactful communications that reflect your narrative and reach multiple audiences by earning editorial coverage, building stakeholder awareness, and improving our clients’ reputations among the public.

 


Insights & Analytics
Insights & Analytics

With access to a full suite of research resources, including social listening tools, available through a deep commitment for syndicated and proprietary sources, Citizen Relations has extensive expertise in gathering insights and performing in-depth analysis of data and research. Our team also conducts or commissions additional research if needed in addition to leveraging our research toolkits, case studies, and learnings from previous social media and publicity initiatives.

 

CSRCorporate Social Responsibility

Citizen Relations supports clients with in-depth insights for developing and implementing socially responsible and environmentally conscious plans and initiatives that match the objectives of our clients whilst resonating with key stakeholders, customers and the general public. Our team provides further guidance and ensures the accurate communication of our client's initiatives and the outcomes through earned and digital media, government and stakeholder relations.

 

Media & Crisis TrainingMedia & Crisis Training  

Our consultants at Citizen Relations have a solid track record training C-Suite executives, business administrators, politicians, Olympic athletes, government officials and spokespeople to communicate effectively with internal and external audiences. In order to deliver high-level trainings, Citizen will meet your organization’s needs by researching and understanding your opportunities and vulnerabilities in advance.

 

Corp CommCorporate Communications

Our approach to corporate affairs is both strategic - carefully identifying and prioritizing stakeholder groups and needs then identifying innovation solutions and channels - and tactical - where we are hands-on developing and executing tactical communications strategies for our clients. Our client’s satisfaction lies in the dedication and professionalism of our PR experts and their access to international best practices, while our in-depth knowledge of the Canadian market helps shape a communications strategy that is unique, effective and results-oriented.

 

Public Affairs & Government RelationsPublic Affairs & Government Relations

Our team has deep expertise in navigating complex regulatory and policy environments, helping clients successfully advocate on a local, regional or national level through policy research and analysis, stakeholder engagement, legislation monitoring, coalition building, public consultations and more.

 

Risk Man & Crisis CommsRisk Management and Crisis Communications

In this day and age information never stops, and so a local news story can become a global crisis that impacts a brand in just a few hours. Our role as consultants is to prevent potential crises and prepare organizations to face them head on and transparently. Citizen can help you prepare or activate during a crisis and minimize the impact of of issues before they become crises.

We do this through crisis planning, risk analysis, scenario planning, stakeholder mapping and engagement, digital crisis planning, crisis training/simulation, message development, issues mapping, issues  monitoring, and more.

 

 


Our knowledge of the tech industry is sensitive to the emerging trends from the perspectives of consumers, manufacturers and retailers. We understand what motivates the tech buyer and how, when, and where they make their tech purchases.

Using custom research we can shape communications programs that will help make your brand value and product quality story stand out. As well, our insights into the adoption cycle from innovators to early adopters to the broad marketplace will help you follow the customer journey to success at the cash register.

Citizen Relations is the official PR agency for the BC Innovation Council, the leading partner and crown agency supporting British Columbia's growing tech industry.


Flook Sponsors Unique Hawkers Event in Vancouver

Flook Sponsors Unique Hawkers Event in Vancouver

The Ask

In 2015, Kijiji launched a new app called Flook in the Vancouver market with the goal of gaining a more significant foothold for the brand in Western Canada. Tasked with generating media buzz and encouraging consumer downloads of the app, Citizen identified, negotiated, planned and executed an exclusive event sponsorship opportunity with local organization, Hawkers Market. The result was Hawkerfest.

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Restaurant Search App Expansion Makes It The Largest In Canada

Restaurant Search App Expansion Makes It The Largest In Canada

The Ask

This January, Citizen Relations worked with Zomato, an international restaurant search app, to announce the acquisition of Urbanspoon.

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Virtual Reality Transports Vancouverites Down Under

Virtual Reality Transports Vancouverites Down Under

The Ask

Tourism Australia and Air New Zealand engaged Citizen Relations to design, plan and execute a consumer campaign in support of a seat sale for travel between Vancouver and eight gateway cities in Australia. The tight timeline was 3 weeks from brief to activation.

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ThirdLove Canadian Launch

ThirdLove Canadian Launch

ThirdLove, an online and app based e-tailer, launched in Canada with the unique offering of designing the perfect-fitting lingerie. Their signature half-cup sizes and patented app sizing technology is what sets ThirdLove apart from their competitors.

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Citizen’s FOMO Report

Citizen’s FOMO Report

A relatively newly-named phenomenon, Fear Of Missing Out (FOMO), has become a powerful communications insight. Citizen’s FOMO Report, shows it has a wide reaching impact for marketers across generations, by gender, singles vs. families and household income. While the premise of FOMO may be similar to “Keeping up with the Joneses”, social networks have created drastically different forces and outcomes, giving FOMO a much more influential affect.

Citizen’s FOMO Report provides details across a number of demographics but also identifies some key insights for communicating with FOMO in mind.

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The launch of PlayStation 4 at Future Shop

The launch of PlayStation 4 at Future Shop

From Midnight Madness events, to a celebrity media tour, to an in-store meet-and-greet event with Chris Kattan, we pulled out all the stops to position Future Shop as the go-to destination for Canadian gamers to get their hands on the new PlayStation4.

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Breaking through the holiday clutter with Future Shop

Breaking through the holiday clutter with Future Shop

We dominated the Canadian media space throughout the 2013 holiday season, keeping Future Shop top-of-mind with gift givers helping to drive traffic and sales both in-store and online. 

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Through extensive research of the food industry and years of experience building bridges between consumers and producers, we understand the local, national and international agricultural community. Our consultants know all aspects of the vital role that agriculture plays in local communities as well as the broader economy.

Success in agriculture is measured in many ways – in greater consumption of local food, in greater support for market development or in advocacy for on-farm support policies. Our consultants know how to leverage the immense trust that consumers have in farmers and translate that goodwill into helping local producers communicate the value of their product to the community.

Our consultants also have a thorough and up-to-date understanding of the important issues affecting the food, beverage and grocery industry in Canada. This comprehensive perspective on the industry allows us to create communications initiatives that will provide clarity of choice and drive your sales by removing consumer confusion at the store shelf. Our knowledge of consumption trends and Canadian food habits and preferences will lead to communications strategies that will enable you to convert shoppers into buyers.


Celebrating Valentine’s Day with Doritos

Celebrating Valentine’s Day with Doritos

The Ask

A couple of weeks before Valentine’s Day, Citizen had the opportunity to work with PepsiCo on promoting Doritos Ketchup chips.

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Celebrity Collaboration for #SMARTSTASH

Celebrity Collaboration for #SMARTSTASH

The Ask

In 2016, PepsiCo engaged Citizen Relations as part of the first ever 360 media to shelf plan incorporating advertising, public relations, social media, and new packaging for its ready-to-eat (RTE) Smartfood Popcorn product. To raise awareness and generate conversation around Smartfood Popcorn among Canadians, Citizen Relations designed and executed a communications strategy around the #SmartStash concept, which manifested in a three-phased program targeting media and influencers in Toronto, Vancouver, Calgary, and Montreal for a fully integrated, national campaign.

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Bringing Nature to the City

Bringing Nature to the City

The Ask

For summer 2016, Strongbow challenged Citizen to create conversations around nature in the city that resonated with the urban drinker while also acting as an opportunity to sample product.

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Restaurant Search App Expansion Makes It The Largest In Canada

Restaurant Search App Expansion Makes It The Largest In Canada

The Ask

This January, Citizen Relations worked with Zomato, an international restaurant search app, to announce the acquisition of Urbanspoon.

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Grain Farmers of Ontario Resident Chef

Grain Farmers of Ontario Resident Chef

Grain Farmers of Ontario represents Ontario’s 28,000 growers of corn, soybean and wheat. Farming over  5 million acres across the province, grain farmers and are a driving force in the Canadian economy. Grain Farmers of Ontario seeks to

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Launch of Yoplait Canada’s newest offering – Yopa! – with famous Greek-Canadian Nia Vardalos

Launch of Yoplait Canada’s newest offering – Yopa! – with famous Greek-Canadian Nia Vardalos

We got Canadian media and consumers talking about Yopa! and Greek yogurt as healthy dairy substitute through an authentic spokesperson – Winnipeg-native Nia Vardalos.

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Bombay Sapphire reimagines Cocktail Hour

Bombay Sapphire reimagines Cocktail Hour

Leveraging the hype and excitement around the release of The Great Gatsby movie, we aimed to inspire Bombay Sapphire’s target consumers to entertain in a Roaring Twenties fashion, including a return to classic cocktails made with Bombay Sapphire Gin. By connecting Bombay Sapphire to Cocktail Hour, the team was able to create

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ACE Bakery searches for Canada’s Best Sandwich

ACE Bakery searches for Canada’s Best Sandwich

The contest was simple: submit your best sandwich recipe on the ACE Bakery website between March 19 and May 24, 2012 and you could be one of four regional finalists to win a trip to Toronto to compete in the final competition on June 22, 2012.  Each of the four finalists (Western Canada, Ontario, Quebec and Atlantic Canada) would also receive

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Twitter Partying with Canadian Egg Farmers

Twitter Partying with Canadian Egg Farmers

To generate awareness, support and understanding around the system of supply management – the system that manages the supply of eggs, dairy and poultry – Egg Farmers of Canada worked with Citizen Optimum to create a series of compelling, interesting Twitter Parties about fresh, local Canadian eggs.

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At Citizen, our familiarity with the Canadian retail market helps our clients better understand the new landscape, and to develop the right communications strategy that will lead their store to become the preferred destination for high value customers. We understand the unique shopping habits of Canadians and we have a proven track record in creating highly targeted communication campaigns that have driven sales results. Through our partnerships with retailers, we have also gained an appreciation of the core metrics of successful retailing, from comparable store sales to customer count, to category growth and vendor trade spend. We know how to move those metrics with strategies that are custom-built, on-target and measurable.

At Citizen, our consultants also assist leading brands launch new products and enter new markets, build reputations and credibility, resonate with consumers, manage labour issues, and differentiate themselves from competitors.


Extreme Climate Trip – Taking KAO Beauty Products Abroad

Extreme Climate Trip – Taking KAO Beauty Products Abroad

The Ask

In 2015, Citizen Relations was tasked with announcing 28 new product developments from Kao and its corresponding brands: John Frieda, Jergens, Biore and Curel. This was the first time that we were challenged to launch multiple brands in one strategic activation.

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Diane’s Lingerie Re-Brand – ‘Art of a Woman’

Diane’s Lingerie Re-Brand – ‘Art of a Woman’

Diane’s Lingerie is one of Vancouver’s leading intimate apparel retailers and has been providing quality customer service and exceptional fit expertise for over 30 years. In 2014, Citizen created positive PR coverage and buzz around the launch of Diane’s Lingerie’s re-brand and helped elevate awareness for the brand’s new look and feel.

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ThirdLove Canadian Launch

ThirdLove Canadian Launch

ThirdLove, an online and app based e-tailer, launched in Canada with the unique offering of designing the perfect-fitting lingerie. Their signature half-cup sizes and patented app sizing technology is what sets ThirdLove apart from their competitors.

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Max Mara

Max Mara

Max Mara, known for stylish coats, form-skimming separates, sharp suits, and elegant accessories, opened its flagship store in Vancouver which features North America’s very first Max Mara Bridal shop.

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IKEA Winnipeg Store Opening

IKEA Winnipeg Store Opening

Citizen got all of Canada talking about the new IKEA store that was opening in Winnipeg, Manitoba on November 28, 2012. Over a nine month period, news about the opening created anticipation and eagerness, resulting in 280 times more coverage than there are residents in Winnipeg

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GAP launches GAP Sprize rewards program

GAP launches GAP Sprize rewards program

In 2009, clothing retailer GAP chose Vancouver to launch a trial run of their new customer loyalty program “Sprize”

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We understand the role that reputation and brand recognition can play in separating one educational institution from its competitors.

Using your unique curriculum and service offering, we can develop highly targeted and effective marketing campaigns that highlight your institution’s differentiating strengths, whether that is research, leadership in core disciplines, or your graduates' success on the job market. We will focus on the goals and requirements specific to your institution’s individual needs.


High School Graduation Season 2013

High School Graduation Season 2013

We brought startling statistics regarding increased high school dropout rates in certain neighbourhoods to the forefront of Canadians’ minds during graduation season, and positioned Pathways to Education as the most outstanding solution to the causal issues facing youth in some areas. 

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Winter Driving with Centennial College’s School of Transportation

Winter Driving with Centennial College’s School of Transportation

During November, December and January, Citizen leveraged the change of weather and the arrival of snow, slush and ice to highlight Centennial’s automotive programs.  Through this campaign, Citizen provided media with unique

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Supported by extensive customer research, our consultants can navigate the ever-changing and complex natural resource, energy and environmental industry sectors, providing key insights to help engage, educate and elicit support from stakeholders, customers, and the general public. With diverse experience across the country, we have designed community and stakeholder engagement programs that address key interest groups including First Nations communities. We have engaged them on topics ranging from infrastructure renewal, rates and billing, smart meter technology, solar power integration, and local wind farm acquisitions.

Our consultants also support our clients with in-depth insights for developing and implementing socially responsible and environmentally conscious plans and initiatives that match the objectives of our clients whilst resonating with key stakeholders, customers and the general public. Our team provides further guidance and ensures the accurate communication of our client's initiatives and the outcomes through earned and digital media, government and stakeholder relations.


Building our Future, Protecting our Coast

Building our Future, Protecting our Coast

The Ask

Citizen Relations was chosen as the agency to launch a very ambitious project: a $15 billion refinery on the north coast of B.C.

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IKEA People & Planet Positive

IKEA People & Planet Positive

IKEA is a corporate leader in sustainability. As part of their strategy, IKEA aims to create a better everyday life for people worldwide, while creating a kinder, greener planet. One of these goals is to be completely energy independent by 2020. Through a series of integrated communications campaigns, Citizen worked

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IKEA Canada buys a Wind Farm in Pincher Creek, Alberta

IKEA Canada buys a Wind Farm in Pincher Creek, Alberta

In November 2013, IKEA Canada became the largest retail wind energy investor in Canada with the purchase of a 46 megawatt wind farm in Pincher Creek, Alberta. News of the investment spread throughout the Canadian business, energy and retail markets, positioning IKEA as a leader in green technology and initiatives.

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At Citizen, we pride ourselves in our deep understanding of local communities and how those immediate issues affect real estate markets, both commercial and residential.

We work with our clients to navigate every phase of the development process, tailoring our approach to the type of development including brown fields, mixed-use, residential and large format big box. With a concerted strategy from pre-planning including architecture and design, to ensuring community engagement and support, to guiding through municipal and provincial zoning and supporting the approvals process. We are experts at bringing projects to the market, driving sales and leasing through community activations, while continuously maintaining support with the community and stakeholders.

Citizen also has a deep understanding on how to take something complex as financial services and communicate it in a simple way that will resonate with consumers and stakeholders. By educating consumers about how to best use their disposable income, we help clients tell their story, gain value, and move strategies forward while building their reputation as a strong and reliable brand, and developing a narrative that creates trust, boosts sales, and - ultimately - leads to a higher-performing business in this multifacted industry.


Lamb Development Corp. – The Orchard

Lamb Development Corp. – The Orchard

Lamb Development Corp engaged Citizen to drive awareness of The Orchard – a Calgary based development with a one-acre apple orchard between two 31 storey buildings. To kick start a conversation about urban development, while positioning The Orchard as innovative and one-of a kind, Citizen launched a media campaign focused on a new era of urban development.

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Harmony Village Developments – City Core Developments

Harmony Village Developments – City Core Developments

The signature projects of City Core Developments, Harmony Village Sheppard and Harmony Village Lake Simcoe are innovative, sustainable, mixed-use developments centered on an urban village concept featuring retail stores, cafes and restaurants, fitness and lifestyle amenities and

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Capital One Canada – Credit Education Week 2013

Capital One Canada – Credit Education Week 2013

To break through the clutter, Capital One Canada and Credit Canada Debt Solutions launched an innovative multi-layered communications program, leveraging quantitative research throughout the month of November to mark Financial Literacy Month and Black Friday and celebrate the seventh annual Credit Education Week (CEW).  To engage new audiences, the first ever

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Sports and Entertainment are defining factors in Canadian culture, so our knowledge of how Canadians consumer popular culture allows us to leverage your brand and brand assets against key audiences. We know how to maximize the appeal of your sports and entertainment content in a uniquely Canadian way to further drive audience trial, consideration and participation. Our marketing and communications strategies will help build fan loyalty and consolidate your brand within the Canadian cultural fabric.


Cirque du Soleil

Cirque du Soleil

Citizen developed three separate programs to keep Cirque du Soleil’s TOTEM, the latest Big Top production to play in Vancouver top of mind from June – July, 2014.

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Luxury Supercar Weekend 2014

Luxury Supercar Weekend 2014

Luxury Supercar Weekend is one of Canada’s finest luxury events that showcases la crème de la crème of automotive, fashion, art, food, wine and spirits. Back for its fifth year in 2014, Citizen garnered positive media coverage and buzz around the constantly-growing event.

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All State All-Canadians Mentorship Camp

All State All-Canadians Mentorship Camp

Citizen worked with the NHLPA to launch the Allstate All-Candians Program in 2010. The program, designed to mentor young Canadian athletes both on and off the ice garnered extensive national media coverage. A comprehensive web resource offered tips and advice from the pros when it came to nutrition, fitness, mental conditioning and hockey skills. The program culminated in a four-day camp in Mississauga where 40 of Canada’s top

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With our experience in travel & tourism communications, we know what matters to Canadians when choosing a travel destination. Whether considering the effect of price, personal experience or the destination itself, we know how to tell your story in a way that will influence the Canadian explorer. We know the triggers that influence Canadians. We know why these triggers work and when to use them. Our expertise will help you create communications programs that will attract the attention of Canadian travellers and drive your overnight stays, occupancy rates and conversion from consideration to purchase.


An Intimate Look at the World’s Greatest Modern Artists

An Intimate Look at the World’s Greatest Modern Artists

The Ask

Sofitel Hotels tasked Citizen with supporting the launch of “Revealed,” a compelling photo exhibit curated by Olivier Widmaier Picasso, grandson of Pablo Picasso, that showcases the world’s greatest modern artists at work.

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Connecting People, Places and Their Passions

Connecting People, Places and Their Passions

The Ask

Citizen was tasked with creating buzz about Emirates by positioning the luxury airline as an accessible lifestyle brand for Canadians. Calling on Emirates’ iconic Cabin Crew as brand ambassadors, Citizen hosted an exclusive media event at the Ritz Carlton’s Spa in Toronto.

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Showcasing the Pacific Northwest to a Global Audience!

Showcasing the Pacific Northwest to a Global Audience!

The Ask

As the world’s largest privately owned tourist train, Rocky Mountaineer offers guests a first-hand look at the untouched beauty of the Pacific Northwest and is considered by many as the most luxurious way to experience the Canadian Rockies. In early 2015, Citizen was tasked with raising the profile and brand awareness of this prestigious rail company by securing tier A media coverage in travel publications across North America.

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Virtual Reality Transports Vancouverites Down Under

Virtual Reality Transports Vancouverites Down Under

The Ask

Tourism Australia and Air New Zealand engaged Citizen Relations to design, plan and execute a consumer campaign in support of a seat sale for travel between Vancouver and eight gateway cities in Australia. The tight timeline was 3 weeks from brief to activation.

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Travelocity.ca

Travelocity.ca

Strategic story development and delivering creative, out-of-the box ideas is essential to stand out in an industry as diverse and saturated as travel and tourism. In the case of Travelocity.ca, it is a key factor to success as the seasons and travel needs of Canadians change, a comprehensive and strategic year long media approach was developed to stay one-step ahead. With programs looking at why travel is crucial to the health of the relationship with your

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Bringing to life Tourism BC’s 100 BC Moments Machine

Bringing to life Tourism BC’s 100 BC Moments Machine

We brought to life the BC Moments Machine – a 14-foot tall, 10-foot wide vending machine – that gave out 300+ souvenirs related to BC-travel moments along with an airfare discount inviting San Franciscans to come visit BC.

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