Reel Canada, in its second year was a Toronto-based non-for-profit film festival for high school students with the goal of introducing students to Canadian films and to the directors and actors of these films. Specific days were organized with films being screened and guest speakers selected from these films. National awareness of the the Canadian film industry was increased by securing interviews with major media in order to introduce new audiences to these films. The Challenge: Challenge: Attract new corporate and government sponsors by increasing awareness of program through high profile national and local media coverage. Goal: to attract national media attention for the programme. The Solution: Created targeted broadcast and print media strategy that focused on educating media about the programme, creating strong local and national story angles and organizers invited local politicians and the Mayor of Toronto to participate. Also capitalized on support and involvement from Canadian celebrity film makers and actors to attract media attention; Atom Egoyan, Don McKellar, Allan King, Tara Spencer-Nairn, Deepa Mehta, Paul Gross, Peter Raymont, Peter Lynch, Stephen McHattie and Jean Marc Vallee were among the distinguished list of guest speakers and presenters. Result: Client received national radio, print and television coverage including CBC radio, Toronto Star and Globe and Mail, CBC Television, CBC Newsworld, SUN TV, Entertainment Tonight Canada, eTalk Daily, STAR! , CP 24 and MTV Canada.