Each year tartanbond develops a strategic communications plan that helps to maximize the print, broadcast and online media hits to promote the results of the Gustavson Brand Trust Index. With a combination of media relations, speaking events and digital engagement through website and social networks, the leadership team of tartanbond and Gustavson conditioned the national landscape by showcasing and profiling the power of brand trust through an economic, social and cultural lens.
From the inaugural index in 2014 to the 2020 results, tartanbond has continued to showcase the major research initiative to national, regional and local media outlets, confirmed speaking engagements with brand leaders, encouraged the use of the GBTI reference by brands such as WestJet and Agropur, and conducted launch events with major national partners such as WWF Canada, CAA and MEC.
This year’s index was unveiled on May 1 and included live national television interviews, radio interviews, print stories and a presentation to more than 40 c-suite executives in Toronto. Highlights of media results Globe & Mail, CTV National News, CBC/Radio-Canada, CKNW, Global, Vancouver Sun, BC Business and Strategy Magazine (online).