After launching The Whisky Cabinet in December 2014 and an unsuccessful run with a publicist, Mark Bylok brought SongBird on to help re-launch the book and raise his profile as a whisky expert across North America. While Mark was well-known among the Greater Toronto Area whisky community, he did not have any awareness built for mass appeal in the lifestyle category as an expert, and was not known to journalists as an expert for comment.
STRATEGY
- Profile Development: SongBird worked with Mark to develop key messaging and his overall positioning as a whisky expert within the greater lifestyle industry.
- Media materials: After fully developing his profile, SongBird developed a media kit for Mark to be used in all outreach, whether for speaking engagements or media placement. This included content development as well as design.
- Media Relations: We conducted outreach to help further solidify Mark as an expert within the Lifestyle media segment. We also targeted industry publications.
- Website consultation: As Mark was in a transition period, we consulted on the new design of his personal website.
RESULTS
Throughout the outreach campaign, SongBird secured coverage in top tier publications, both digital and print, and on broadcast media (radio & television). Mark has been featured in the following outlets: Ward and Al, The Sharp Magazine Show, Rogers Daytime, CHCH Morning Live, Eater.com, Toronto Star, Winnipeg Free Press, Metro, Houston Chronicle, Washington Post, Miami Herald, Kansas City Star, Huffington Post Living, Foodservice and Hospitality Magazine, ELLE Canada, and many more. He is also a contributor to The Huffington Post.
Mark currently hosts a popular podcast called Whsky.Buzz
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