The ask: Within one year of launching, Flyerland.ca had become the leading website for flyers, coupons and deals representing 80 per cent of major Canadian retailers and tracking one million unique visitors monthly. In a competitive market, the company had a window of opportunity to solidify its leadership position. A public relations plan was built to help grow traffic and secure more advertisers, nationally and in the local markets of Ontario, Alberta and BC.
The solution: BlueSky implemented a public relations program that included outreach to media with regular story angles, a guerrilla PR program designed to capitalize on important news of the day, and social media. The general manager of Flyerland.ca, Debbie Frye, was branded as Canada’s ‘Smart (not Cheap)’ shopping expert and participated in media interviews across the country.
The result:
- As of December 2010, Flyerland has seen a significant increase in website traffic and has more than doubled its revenue since beginning the PR program.
- Coverage in the media has been secured on a monthly basis since 2008, which has included interviews with Breakfast Television in Vancouver, Calgary and Toronto, Global News Morning in Calgary, Edmonton and Vancouver, The Globe and Mail, Toronto Star, Roger’s TV, Adnews Morning Ottawa, Marketing Magazine and Media in Canada.
- Flyerland’s weekly blog at Sympatico.ca was nominated by Canadian Living as one of the best Canadian blogs.
- BlueSky received two awards for work with Flyerland: a 2010 IABC Ovation Award of Excellence and an Award of Merit.
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