The Princess Ball

The Princess Ball LogoApproaching the third annual Princess Ball in April 2016, Wishes for Olivia was looking to grow brand awareness and increase sponsorship opportunities. SongBird works with Wishes for Olivia to do media relations, build a stronger sponsorship outreach strategy, and find opportunities to raise the brand profile to generate buzz about the work that Wishes for Olivia is doing.


  • Strategy: Having run a successful event two years in a row, SongBird helped to refresh the approach to the event with a fresh set of eyes.
  • Messaging development: SongBird worked closely with the organizing committee to refine the event messaging and positioning to make it more visible to media and sponsors.
  • Media Relations: We develop pitch angles to appeal to both a local and national audience. We look for opportunities for coverage as well as placement of bylined articles.
  • Sponsorship Strategy: SongBird developed a new sponsorship outreach package and helped to revamp the outreach strategy.


SongBird booked Stu Jeffries, host of boom97.3 Mornings as the 2016 and 2017 host. With a strong personal connection to Make-A-Wish Canada, he was an incredible addition to the event.

Ticket giveaway contests were run in 2016/2017, focusing on tier 1 media and influential bloggers. Traffic was driven to both the social media channels as well as the website. There were thousands of engaged impressions for the contesting strategy.

SongBird generated coverage on Global News (national and Toronto), CTV News, Ward & Al, Toronto Star, Ward & Al, Today’s Parent, Metroland, The New Family, Baby and Life, City Parent, Baby and Life, and Canadian Family. In 2017 we partnered up with influencers Cat & Nat to help raise awareness.

By the end of 2015 during planning leading up to the 2016 event, The Princess Ball had already doubled its past sponsorship dollar amount. Wishes for Olivia raised $65,000 for Make-A-Wish Canada in 2016 in comparison to $38,000 in 2015. In 2017, we raised just under $70,000, reaching the 7-wish goal.

Interested in more information? Give us a call!



The Princess Ball


Marketing, PR, Sponsorship, Strategy