Junxion Strategy

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Supporting a media and business engagement launch for 1% For The Planet

• event planning and management
• media strategy
• media relations
• media planning and buying
• research, writing, and content development design

“Junxion’s strategic advice helped us reach audiences we don’t typically engage, further building our sustainability brand and mission. They deftly handled all the project management between MEC and two community partners. The end result was great messaging, well-attended events, and excellent media coverage.” - Peter Robinson, CEO, Mountain Equipment Co-op (2007)

Mountain Equipment Co-op is Canada’s largest outdoor equipment retailer. Since 1987, it has granted more than $9 million to Canadian environmental conservation. In early 2007, MEC decided to make an even greater commitment by joining 1% For The Planet, an alliance of businesses that provide financial support to environmental initiatives. Members commit to donating a full one percent of their annual gross sales.

To mark this significant commitment and inspire others to follow suit, MEC held a national media launch to announce its membership in 1% For The Planet. Junxion Strategy was engaged to manage the national launch event and media relations.

From its Vancouver office, Junxion made all the arrangements for the media launch at MEC’s Toronto store. Junxion developed strategic messaging for the media campaign and managed logistics for the event, including writing a media release, developing lists of key TV, radio and print outlets, and providing follow-up support. At Junxion’s recommendation, MEC held a business engagement luncheon, inviting 200 key Toronto-area business leaders to learn more about 1% For The Planet. Junxion managed the logistics for this event.

Junxion’s work on this project generated national media coverage for MEC, and reinforced MEC’s reputation as one of Canada’s leading socially and environmentally responsible retailers.