Publcity Plan A Gift from the Stars Summer 2007

The Editorial Universe The Corporate/Product Messages:

• A GIFT FROM THE STARS COOKBOOK is a publishing initiative designed to showcase secret recipes from star chefs and top restaurants for charity. The premiere issue is set to feature recipes from 9 celebrity chefs and 71 top Toronto GTA establishments. A national issue is planned for 2008.
• A GIFT FROM THE STARS features Chef Danial Racine (A Gift Founder and Publisher),Chef Michael Smith (Chef at Home, Chef at Large), Chef Robert L. Rainford (License to Grill), Chef David Rocco (Dolce Vita), Chef Michael Stadtlander ( best selling author Heaven on Earth Project), Chef Gordon Ramsey (Hell’s Kitchen, Ramsay’s Kitchen Nightmares), Chef Christine Cushing ( Christine Cushing Live, cookbook Dish It Out, Fearless in the Kitchen),Chef Lyn Crawford (Iron Chef, Restaurant Makeover).
• A GIFT FROM THE STARS COOKBOOK was created on behalf of the Daily Bread Food Bank to raise money for poverty and hunger in the Toronto GTA.
• Chefs and restaurants are in the business of feeding the hungry for profit. A GIFT FROM THE STARS creates an opportunity to give back to those who cannot afford a gourmet meal or go out to a top restaurant.
• The summer launch of A GIFT FROM THE STARS COOKBOOK provides an opportunity to raise money for the Daily Food Bank during a slow period of the year.
• A GIFT FROM THE STARS COOKBOOK intends to sell 100,000 books raising $500,000 for the Daily Bread Food Bank.
• A GIFT FROM THE STARS COOKBOOK is the first cookbook to reveal secret recipes of Top Toronto Chefs.
• A GIFT FROM THE STARS COOKBOOOK provides an opportunity for all food enthusiasts to help with the fight for poverty and hunger.
• A GIFT FROM THE STARS COOKBOOK is endorsed by the Toronto Blue Jays, The Canadian Culinary Federation and congratulated by Mayor David Miller.
• A GIFT FROM THE STARS COOKBOOK is the only way to experience top Toronto restaurants and star chef’s in the comfort of your own home.
• A GIFT FROM THE STARS COOKBOOK is the first publishing initiative to marry recipes from star chefs with a comprehensive guide toToronto’s top restaurants.
• A GIFT FROM THE STARS COOKBOOK brand is the source of top recipes and advice regarding food, star chefs and top restaurants.

Moving the Messages:

• Targeted general feature story in local and regional daily, weekly and monthly consumer print, TV, radio and internet media covering news, food, restaurants, lifestyle, general interest, business, woman’s fashion.
• Targeted recipe listing in local and regional daily, weekly and monthly consumer print or internet covering food, restaurants, lifestyle, general interest, woman fashion. Focus on summer barbecue or cottage recipes
• Event listings or launch coverage in daily, weekly and monthly consumer print, TV and internet media covering parties and special events.
• Targeted general feature story in Canadian trade media covering food and beverage, charity, restaurants.
• Targeted ongoing program, cookbook, event or news feature stories, spotlights and/or listings in same media coverage area as above.
• Create further publicity and photo opportunities during food drives in October and Christmas to include possible press conference with Daily Food Bank to reveal money raised for the campaign.

The Moment to Break the Story: On May 31’st I will prepare strategic written media communication materials for phone contact and distribution starting June 4th. The written materials are the following:

1. Primary corporate/product/launch event specific press release announcing the launch of A GIFT FROM THE STARS COOKBOOK and fundraiser at Lobby on June 21’st. The primary message; Secret Recipes from star chefs and top restaurants will be revealed for the first time at Lobby on June, 21st , secondary message; A GIFT FROM THE STARS COOBOOK launches to raise money for the Daily Bank to fight poverty and hunger and to showcase star chefs and top restaurants in the Toronto GTA.Other minor messages will be covered throughout the release including event details and other brand messages as listed above. Customized pitch letters and phone scripts targeted to each specific media.
2. Media alert June 20th.
3. Ongoing media alerts and news announcements to build and maintain public awareness of the Brand.

Objective: To develop a highly visible publicity program that will accomplish 1) Strong launch of A GIFT FROM THE STARS COOKBOOK and http://www.agift.ca/, http://www.agiftfromthestars.blogspot.com/ to Canadian consumer and trade media 2) Create and maintain ongoing editorial interest in the GIFT FROM THE STARS brand and: 3) drive traffic to http://www.agift.ca/ , http://www.agiftfromthestars.blogspot.com/ and other retail distribution outlets (Cookbook Store) I will target the long lead Canadian publications and broadcast outlets first as the majority of monthly and bi-monthly media are currently working on their September issues. Efforts will then target shorter lead media in print and broadcast markets in the Toronto GTA, including news wires. Project Requirements:

• Daniel Racine is available at all times to conduct interviews on behalf of the brand.
• Access to star Chefs and restaurants for interviews, quotes, recipes.
• Access to information of money raised, deals, contributions, conflicts and operations

Media Bible: Attached but not including media for business, party and special event coverage which I will add this week.