Mr. Sunshine

Client.

Vince Guzzo aka “Mr. Sunshine,” the President and CEO of Guzzo Cinemas and newest Dragon on CBC’s Dragons’ Den. Guzzo is an iconic figure in his home province of Quebec, where he operates the largest independent chain of movie theatres with 12 locations expected to be operational by the close of 2019.

The child of Italian immigrants, Guzzo entered into the family business after completing a law degree from the Université du Québec à Montréal in the 1990s. Fast forward to 2019, the polarizing entrepreneur has successfully transformed what was once a company made up of a lone cinema into the household name it is today.

Project.

Increase the exposure of the Guzzo name and brand in Western Canada, through targeted media and public relations.

Challenge.

In the age of the 24/7 news cycle, it’s always a tall order to deliver content to Canadians that not only makes an impression but stays with them long thereafter. For this client, it was important to not only send out a singular piece of press-worthy content, but to put a plan in place that resulted in continual coverage over an extended period of time.

Services.

Strategy, Public + Media Relations.

Results.

Mr. Sunshine approached Zenergy with the goal of reaching new Canadian markets and demographics. In order to garner significant media coverage and develop his public perception, the team sat down with Guzzo to discover what about his Q1 and Q2 plans would be considered newsworthy and be of interest to the general public. As it turned out, quite a bit!

The media relations plan Zenergy implemented resulted in over 23-million impressions in just three short months, as well as generating exclusive coverage in Canadian media outlets like BNN Bloomberg, etalk, Globe and Mail, etc. As a result, Guzzo has been quickly introduced to a significant portion of Western Canada, where he’s now planning to develop and expand his business empire.