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a case study
proactive crisis communication strategy

Background
- ClutchPR has been the agency of record for Summerworks Performance Festival since 2008
- Since then, the festival has been on the cover of NOW magazine every year
In 2011, Heritage Canada did not renew funding
- Only weeks before the festival, Summerworks lost $45,000 in funding
Task
- Head media accrediation process
- Build buzz for year’s line up
- Rallying Canadian arts supporters to donate to the festival
- Communicate the importance of festival to public & media
- Recoup as much of lost funding as possible
Execution & Results
- Directed Artistic Producer to issue a statement to the pubic asking patrons to donate $21 in honour of the 21st year
- Issued press release collecting testimonials and quotes from previous summerworks talent
- $45,000 was raised in three weeks
- approx. 200,000,000 media impressions
- The following year Heritage Canada re-instated funding