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The Distillery Winter Village
Campaign
Transforming a Toronto Tradition into a Global Holiday Icon
The Opportunity
Regularly named among the best Christmas markets in the world, The Distillery Winter Village is the marquee annual event for The Distillery Historic District. Attracting one million visitors each season, it drives significant economic impact for the site’s 85 plus year-round businesses and seasonal vendors. Since 2020, our mandate has been to protect and elevate the event’s global reputation as a world-class holiday destination, deliver exceptional visibility, and deliver a seamless, joyful experience for visitors, media and influencers.
The Results
Over 3 Billion in earned media reach and thousands of media stories across 41 countries (2025). Recent highlights include hosting The Weather Network’s 2025 Winter Forecast, live 3-hour remotes with CTV Your Morning and Breakfast Television, a 12-minute feature on The Good Stuff with Mary Berg, Radio-Canada French interviews, and international placements with Access Hollywood, CNN Travel, the BBC World Service podcast Business Daily, Lufthansa’s in-flight magazine and Germany’s Stern Magazine.
Next PR leads the communications strategy for The Distillery Winter Village, shaping the narrative for local, national and international audiences. Our work begins months in advance and spans proactive and reactive media relations, crisis and issues management, influencer engagement, government relations, content development, speaking remarks, messaging, website copy and storytelling across all platforms.
We manage every major press touchpoint throughout the seven-week festival, including the programming and ticketing announcements, the tree load-in day, VIP previews, the official tree lighting ceremony, charitable partner moments, and the New Year’s Eve celebration.
We oversee all media on site, produce national broadcast integrations, media train spokespeople and vendors, facilitate streeters and secure global coverage across lifestyle, news and travel outlets.
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