Summary
Client
1000 Islands
Scope
Public Relations
Campaign Title
Results
Read More
Situation
1000 Islands is a shared identity.
One community, spanning two countries, with countless connections.After bouncing back from COVID with the help of grant funding, momentum was strong. But in 2025, a new challenge surfaced: rising tensions over tariffs between Canada and the U.S.—and with it, a fresh wave of hesitation from travelers, businesses, and locals alike. For a place built on shared borders, the divide never felt more real.
For many Canadian residents, rhetoric about trade struck deep. For them, sovereignty, mobility, and autonomy outweighed tourism. For communities like 1000 Islands—where lives, families, and businesses span both sides of the river—the policies became a personal line in the sand.
The easy back-and-forth that once defined life in 1000 Islands grew slower, heavier, and politically charged. A community built on openness found itself navigating a more divided reality.
1000 Islands needed help—not to cover up the issue, but to face it head-on. With care. With clarity. With credibility.
Approach
As their PR Agency of Record, we worked closely with the 1000 Islands team to create messaging and a mindful PR strategy that respected both sides of the border, especially Canadian concerns about sovereignty and impact.
We engaged with journalists, pitching thoughtful angles and nuanced stories, rather than just press releases, to acknowledge the complexities while celebrating the unifying aspects of the region.
To offer firsthand experience, we organized dual-nation press trips, showcasing how the 1000 Islands region flourishes across borders. Ultimately, we aimed to influence national headlines by reframing the region not as “stuck in the middle,” but as a powerful symbol of shared strength.
RESULTS
- More than 24 stories with 601M+ impressions, with key coverage in The Globe & Mail, Time Out, Nuvo, The Vancouver Sun, CTV, and more.
- Following a press trip, post tariff discussions, Globe & Mail ran a full piece exploring whether 1000 Islands could maintain its identity amidst division—exactly the conversation we supported behind the scenes.
- U.S. and Canadian journalists joined press trips and initiated follow-ups focused on shared culture, resilience, and community.
- Earned coverage struck a balance: it acknowledged friction while spotlighting the deep ties that define this place.
Flipping Headlines Into Human Stories
We didn’t pitch a place. We pitched a perspective. Every outreach highlighted how 1000 Islands stands at the intersection of culture, conflict, and connection. The result? Stories that felt both timely and uplifting. Not clickbait, but real coverage with heart.
Proximity Creates Clarity
By designing cross-border press trips that moved seamlessly between the U.S. and Canadian sides, we gave writers firsthand access to the emotional nuance of this place. We hosted media dinners in Toronto, showcasing the region’s appeal and fostering strong relationships with CA-based media figures. Sharing a lunch in Ontario and dinner in New York makes it impossible to perceive the community as “divided.”
Where Strategy Meets Sensitivity
Impressions are nice. Impact is better. We tracked how stories were shared, what outlets amplified our message, and which themes were resonating on both sides of the border. Because in a moment like this, every headline carries more weight.
With earned media placements in publications like The Independent, Forbes, The Globe & Mail, and The Knot, we helped reframe 1000 Islands as a resilient, united community worth crossing borders for.
