BC Earned Media Campaign
Unbuilders is the leading deconstruction firm in Canada, located in Vancouver. The company is dedicated to combating the wastefulness associated with the conventional demolition of buildings. By meticulously taking apart structures—referred to as “unbuilding”—and collecting timber from urban settings, they manage to save valuable resources and recover materials that would otherwise be discarded in Canadian landfills. Adam Corneil made a notable appearance on CBC’s popular show, Dragon’s Den, winning the coveted ‘dragon sweep’ with strong interest from all six investors. Coldwater Communications organized a month-long earned media campaign to spotlight Adam’s recent Dragon’s Den appearance, emphasizing the concept of “unbuilding” and its beneficial impact on the industry and environment. We crafted two media pitches centered around business and sustainability, which are key elements of the Unbuilders narrative. By creating a comprehensive and targeted list of news outlets and journalists in BC, we reached out to print, digital, radio, and television media that focus on business, sustainability, and forestry. Our efforts resulted in over 70 coverage pieces in various outlets throughout BC, including Vancouver Island and the interior regions.