Campaign To Fund Tatlayoko Lake Ranch — 900 Acres of BC Beauty Protected
A strategic media relations approach was developed with the client, the Nature Conservancy of Canada, to increase the profile of a significant land purchase and plans for preservation of the Tatlayoko Lake Ranch located in the province’s central interior by The Nature Conservancy of Canada (NCC).
The parcel was purchased for $1.5 million thanks to interim financing provided to NCC by Swiss businessman Dr. Rolf Gerling but NCC needed project donors quickly. The plan included making the announcement on a mountain side overlooking the ranch lands – which were also part of a critical wildlife migration corridor. Local, regional, provincial and federal government reps made the trek to the site along with NCC staffers. The media plan called for negotiating a helicopter for a TV crew and giving The Vancouver Sun early details in order to secure front page placement for the story.
Evaluation following the announcement: Front page story Vancouver Sun (exclusive) Minister for Environment attends, local support evident even in remote area. BCTV crew covers event for broadcast news and provides NCC with over 40 minutes of raw footage of the area as a donation.
Six months later, an anonymous donor provides the total amount needed to pay off the loan.