Archive for July, 2011

OWL Magazine’s 35th Anniversary campaign

Back in early Spring I was hired by Owlkids to create a PR campaign for the 35th Anniversary of their flagship publication, OWL Magazine. They’d already created impressive materials — a poster featuring every cover since its first in 1976, and a “retro-style” t-shirt with the original OWL logo in both kids and adult sizes. We decided to play up the nostalgia surrounding this anniversary knowing that many parents who would have enjoyed the magazine when they were kids would now have children around the age of OWL readers.

Chris Shulgan, who writes a parenting column in The Grid (also author of Superdad, his memoir of fatherhood and addiction) was on board right away and wrote a great piece on sharing past and present issues of the magazine with his son and his son’s class. This was also picked up by the Toronto Star‘s ParentCentral page online.

There’s also a business story here and the Globe and Mail Report on Business’ media reporter Susan Krashinsky wrote an in-depth feature story on the success of OWL in a tough industry. It was featured prominently on the front banner of the cover of the ROB and included an interview with Owlkids group publisher Jennifer Canham, OWL editor Craig Battle and a fun photo of Jennifer, too.

Craig did a 10-min+ interview on CBC Radio’s “Here & Now” the day before the shared celebration at the CN Tower (also celebrating 35 years) and the last piece fell in place on July 2 with a graphic tribute to OWL magazine in the National Post‘s Books feature on children’s books:

National Post, July 2, 2011 celebrates OWL

It went really well and the client was very pleased.

Published by Bayard Press/Owlkids


July 15, 2011 at 9:26 am Leave a comment