Torchia spreads its wings
Dear Friends,   In our continuous efforts to provide clients with the most comprehensive and best possible service, I am pleased to announce we have opened a branch office in Edmonton, Alberta, thereby extending the national scope of the agency.   The establishment of a base in the Western Canada market, to complement our business operations in Montreal and Toronto, is a direct response to the growing needs expressed by our current client roster.  It is also a fulfillment of a business strategy we have envisioned for some time.   With its robust entrepreneurial activity and strong growth opportunities, Western Canada is definitely an important market for many Canadian businesses, and the opening of our branch office in Edmonton will enable us to provide our current and future clients with the personalized range of bilingual services that are the hallmark of our agency.    While our physical presence in the region is new, Torchia Communications has considerable familiarity with the region and the various media representatives through our previous work nationally on behalf of many of our clients.  The fact we had a well-established network of contacts and a history of business relationships in the region only served to reinforce our decision to set up office operations in Edmonton.   If we are in Edmonton today, it is thanks to you.  The confidence you have continually expressed in us is immensely appreciated and we look forward to the privilege of serving you in the near future.   Warmest personal regards, JC.
Want to meet the entire Torchia crew?
Torchia team members meet in Montreal to celebrate successful year.   Before the holiday break, the members of Torchia Communications met in magical Montreal to celebrate their accomplishments and to have a little (extra) fun. The day-long activities included a team meeting at the company’s head office on Peel/de Maisonneuve, followed by a cooking class and lunch at a culinary academy in historic Old Montreal.   Here’s to another successful and fun year – for both our clients and our team!       For more information on our staff, please visit http://www.torchiacom.com/profile/staff.html
2007 Bridgestone Photo Contest attracts record number of student entrants.
Have trouble imagining tires as a work of art? That certainly wasn’t the case for a record 269 students representing 12 schools from every province who displayed their artistic prowess in the sixth annual Bridgestone Photo Contest. An unprecedented 353 photographs were submitted for the 2007 contest, which requires students enrolled in commercial photography studies at a dozen pre-selected Canadian post-secondary schools to photograph a Bridgestone-brand tire in an artistic context that complements their photography skills. After reviewing all of the submissions, a three-member jury composed of professionals in the photography field awarded this year’s Grand Prize to Martin Gros, a second-year student at Cégep de Matane in Matane, Quebec. The winning entry by Gros, a native of Île de la Réunion, depicted an individual in harmony with nature, jumping for joy with a Bridgestone tire around the waist, reminiscent of a hula-hoop.   Natalia Shaidenko, a Moscow native in her final year in the Dawson College (Montreal) photography program, was awarded Honourable Mention for her photograph of a field of Black-eyed Susans, with a Bridgestone tire serving as the black disk in the centre of the flower. Shaidenko also entered the contest last year and earned second prize in the individual-school part of the competition.   Gros receives $3,500 for winning the Grand Prize, while Shaidenko earns $2,500 for her Honourable Mention award. The two major winners were presented with their awards during a ceremony at Dawson College on March 20. At this same ceremony, cheques were also presented to students from Cégep de Matane, Algonquin College and Dawson College as the top three winners from the 12 competing schools.   The Bridgestone Photo Contest, inaugurated in 2002 by Bridgestone Firestone Canada Inc. (BFCA) with the help of Torchia Communications, to celebrate the creativity of Canadians enrolled in photography programs, evokes the same innovative spirit and passion for excellence that mirror one of the core values for Bridgestone: providing superior products with leading-edge technology. The student photographers combined their imagination with advancements in photographic equipment to produce works that are rooted in professionalism.
Pizza Pizza’s Ties that Bond campaign Raised Funds and Rekindle the Memory of Hockey Hall of Famer Roger Neilson
On February 25th, during the Sens Foundation’s Telethon for Roger’s House, Pizza Pizza unveiled a magnificent quilt in Roger Neilson’s likeness, crafted from hundreds of vivid neckties donated by Neilson’s former hockey colleagues. Along with the quilt unveiling, Pizza Pizza, which co-initiated the Ties That Bond campaign in partnership with the Sens Foundation, presented a donation of $5,000 to the Foundation to be directed to Roger’s House, a pediatric palliative and respite care facility that bears Neilson’s name.     More than 100 players, coaches and management, from fellow Hall of Famers Jean Beliveau, Stan Mikita and Mike Gartner to such current stars as Daniel Alfredsson, Joe Sakic and Peter Forsberg, donated autographed neckties to the campaign. Some of the ties collected were sold at a charity auction in Neilson’s memory last August, a date that coincided with the fourth anniversary of his passing, following a long and courageous battle with cancer.     Along with the ties donated by NHLers, 39 Pizza Pizza restaurants in the Ottawa area collected colourful, gently used neckties from fans. The ties were subsequently turned over to internationally renowned quilter, Margaret Dunsmore, of the Ottawa region, to produce a quilt in the image of Neilson. The quilt will be permanently displayed at Roger’s House.   The $5,000 donation by Pizza Pizza represented the company’s own contribution, as well as the proceeds from the online auction and money raised through donation-box contributions in the Ottawa region.   Torchia Communications is truly pleased to have helped Pizza Pizza during the deployment of this original campaign.
Torchia Communications joins efforts to keep Toronto on the professional open-wheel racing circuit.
Torchia Communications has been providing public relations counsel and services to the organizers of Ontario’s premier racing festival, the Grand Prix of Toronto. The 2008 edition of the popular three-day summer event has become a casualty of the unification of Champ Car and Indy Racing League. It appears that all groups involved, from IRL management to the various levels of government, have a sincere desire to keep the race in Toronto. A unified series is a boon to North American motorsports and should result in better events, more trackside excitement and greater appeal to Canadian sponsors. Torchia Communications wishes everyone involved the best of luck.
Montreal market is the cornerstone of Pizza Pizza’s business plan in 2008
Pizza Pizza Limited, a leader in the quick-service restaurant industry, rang in 2008 by officially opening its first three restaurants in the Montreal market. The new restaurants, two of them located in the Notre-Dame-de-Grâce district and the third one in the Pierrefonds borough of the city, are part of Pizza Pizza’s concerted expansion in the province, which foresees the opening of additional franchises, both on and off the island of Montreal, by year’s end.   Pizza Pizza, the national leader in pizza delivery and slices sold, operates more than 610 points of sale across Canada. It has been servicing the province of Quebec for almost 20 years through its six traditional restaurants in the Gatineau and Abitibi regions.   With the contribution of Torchia Communications, Pizza Pizza has spent the past few years preparing for the arrival of these first Montreal restaurants by investing in consumer research, local partnerships, brand exposure and the opening of six non-traditional locations in the Montreal area. The company has established exclusive sponsorship and partnership agreements with the city’s major professional sports teams – Canadiens, Alouettes and Impact – and operates outlets in educational institutions, major venues, movie theatres, and at La Ronde amusement park, where Pizza Pizza’s corporate colours adorn the famed “Spiral”.
Dorval’s Heather Bisset Awarded the 2007 Torchia Scholarship
As she perused an online PR and marketing publication several months ago, Heather Bisset’s attention was drawn to an ad soliciting applications for the first-ever Torchia Scholarship in Public Relations/Communications. The $1,500 scholarship, awarded by the Communications and Public Relations Foundation, honours a student that best exemplifies the spirit and practice of bilingualism in the Canadian communications and public relations profession.   Heather Bisset, a Dorval, Quebec resident who is completing a graduate diploma in Marketing Communications at HEC Montréal, noted the application deadline, and realized she might be hard-pressed to get the application in on time. But she wasn’t about to pass up an opportunity, and quickly managed to put together a submission.
“I submitted the application, never thinking I would win, remarked Bisset. I was ecstatic when I got the call (from Public Relations and Communications Foundation Chair Barbara Sheffield). It’s a great honour, and a source of motivation, academically and professionally.”
Bisset, who also holds a Bachelor’s degree in Journalism from Concordia University, is in her final trimester at HEC Montréal, and the Torchia Scholarship funding will pay for her academic expenses during this last term.
When the fluently bilingual Bisset isn’t studying toward her degree, she can usually be found at Robin Palin Public Relations Inc. (RPPR), a Pointe Claire agency she joined five years ago and where she currently works as an account manager with expertise in managing national and international media relations programs, internal communications, and event planning. Her work in this field has included such diverse clients as The Transplantation Society, Comfort Keepers, and Rick Hansen Wheels in Motion.
“I just love the job, especially the family atmosphere we have in our office, said Bisset. While I did earn my degree in journalism, I felt I was better suited for a career in public relations. I took a chance and accepted an internship with RPPR, and I’ve been here ever since!”
To learn more about the Torchia Scholarship or apply, visit http://cprs.ca/files/e_TorchiaScholarship.pdf
Torchia Communications helps launch Pizza Pizza’s Slices for Smiles Fund
Torchia Communications was delighted to contribute to the creation and launch of Slices for Smiles, a program that will, over time, group the majority of Pizza Pizza’s charitable contributions. With this program, Pizza Pizza hopes to partner with organizations that provide fundamental building blocks of life – education, healthcare, nutrition and social support – to children, enhancing their potential to achieve a better quality of life.
Vervegirl New Faces of Canada national model search attracts more than 2,200 entrants with the support of Torchia Communications and Procter & Gamble.
The national campaign touring 75 Wal-Mart locations from August to September, 2007 was a huge success and helped build the confidence of Canadian teens nationwide. National winner Diana Illy of Mount Albert, Ontario, was awarded a one-year professional modeling contract with Elite Model Management, while five regional winners had a $500 donation made to the charity of their choice. All six winners will be featured in Vervegirl magazine’s 2007 Holiday issue, distributed in more than 1,500 schools across Canada.
From east to west, the five regional “New Faces of Canada” models are: Eastern Canada winner Julie Easton, a 16-year-old from Halifax; Cynthia Desrochers, 18, representing the Quebec region; Ontario and Nunavut selection Janet Chau, 16, of Toronto; Erin Hampton, of Winnipeg, who earned recognition in the Prairies and North-West Territories region; and Annabel Francis, 16, of Vancouver, the Western Canada honouree.
To enter the model search, contestants were required to submit photos taken by a professional photographer at the “New Faces” studio in participating Wal-Mart stores, or upload their own photos to the “New Faces” Room at Vervegirl.com.
Reviving the passions of the Montreal-Quebec rivalry with Molson Export and its unique hockey tournament on Xbox 360
After being issued a challenge by three avid video gamers, the “Serge de Molson Export” organized a huge hockey tournament on Xbox 360 that revived the legendary NHL rivalry between Montreal and Quebec. On November 17, 64 teams from these two cities simultaneously played the popular 2K Sports hockey video game through Xbox Live’s entertainment online network.
In Montreal, teams went up against each other under a large heated tent beside the Bell Centre, while the teams battling to represent Quebec City at the event got together near the Boston Pizza restaurant in Lebourgneuf. Then, it was on to the grand finale between the winning teams from Montreal and Quebec.
Torchia Communications was thrilled to contribute to this one-of-a-kind competition by participating in the public relations efforts deployed in the days leading up to the event.
Since its launch last March, the “Serge de Molson Export” received close to 800 challenges from across the province and more the 5,500 “Serge” became a member on the website www.bonserge.com.
Chile – All Ways Surprising! Torchia Communications helps Canadians learn more about Chile during Week of Chile.
With the help of Torchia Communications, the Trade Commission of Chile (ProChile) recently organized a series of events promoting Chile as a trade partner and building relationships in Canada. The event, which highlighted the 10th anniversary of the Canada/Chile Free Trade Agreement, was held the first week of October and included features on Chilean food, arts and business.
2007 Torchia Scholarship Winner Announced
Heather Bisset of Pointe Claire, Quebec, is the winner of the first Torchia Scholarship in Public Relations/Communications, awarded by the Communications and Public Relations Foundation.  The Scholarship was established to recognize a student who best exemplifies the spirit and practice of bilingualism in the Canadian communications and public relations profession.
Ms. Bissett attends HEC [École des Hautes Études Commerciales de Montreal], and is studying in her second year of DESS Communications-Marketing, a graduate diploma program in marketing communications.  She holds a Bachelor’s degree in Journalism from Concordia University, Montreal, a CEGEP diploma in commerce from Dawson College and is a graduate of Macdonald Cartier High School in St-Hubert, Quebec.
In addition to her studies, Ms. Bisset is a communications assistant at Robin Palin Relations Publiques Inc., Pointe Claire, where she is responsible for client project management and media relations. She handled communications for a political candidate during the 2006 federal election and has worked on such projects as a national campaign for the Transplantation Society and for the Rick Hansen Wheels in Motion national campaign.
Torchia Communications helps launch the Molson Dry Intensified Zone
Always an avid participant in major musical events across Québec, Molson Dry continues to innovate with its all-new Molson Dry Intensified Zone. The Molson Dry Intensified Zone is a megastructure housing a stage designed to welcome spectators before and in between festival performances, providing attendees with one of the most intense musical experiences around. Once in the Zone, festival-goers are treated to an interpersonal musical extravaganza featuring gifted drummer Marc André Gilbert, winner of the 2005 Drummer Kombat, and star DJ Simon Perreault.
As the atmosphere heats up to the frenzied beat of the drum and DJ combo, spectators are mesmerized by the refreshing water-based mist, special lighting effects and wide-screen video presentations. On each side of the stage, a raised terrace is set up, providing festival-goers with ideal vantage points from which to enjoy the concerts being presented on the main stages.
This summer, the Molson Dry Intensified Zone was set up at the following events: Festival Musique en vue de Cowansville – July 18 to 21, 2007 FrancoFolies de Montréal – July 26 to August 5, 2007 Gatineau Hot Air Balloon Festival – August 31 to September 3, 2007
Invited to the party by Molson Dry, Torchia Communications handled of the public relations surrounding the Molson Dry Intensified Zone.
EPIDERMA expands its line of innovative cosmetic products and Torchia Communications is a proud partner.
In the wake of the phenomenal success of its line of innovative cosmetic products EPIDERMA-BIO, EPIDERMA has decided to expand by developing and adding five new products. Once again, Torchia Communications is please to join EPIDERMA in this venture by helping it introduce each of these new products to the public.
International Olympic Day celebrated by RONA and Torchia Communications
As the national partner of the Vancouver 2010 Olympic and Paralympic Winter Games and a national partner of the Canadian Olympic Team, RONA celebrated International Olympic Day by welcoming Canadian Olympic Athletes to meet the customers in over 100 of its stores across the country.
The athletes, from diverse Olympic disciplines, made individual appearances on June 23 to sign autographs, have their picture taken and chat with customers at participating RONA stores.
RONA called upon Torchia Communications to make people aware of this special event. The event celebrating International Olympic Day commemorates the June 23, 1894 date on which the International Olympic Committee was created in Paris. It is also a fund-raising initiative for its national “Growing with Our Athletes” program.
Torchia Communications contributes to the resounding success of the Canadian Grand Prix Festival on Crescent Street
The 9th edition of the Crescent Street Grand Prix of Canada Festival in Montreal, June 7-9, was again an extraordinary success, with crowds turning out in record numbers for the three days of activities. More than 400,000 joined in the merriment of Grand Prix week on one of the city’s most vibrant streets.   The Torchia Communications team, mandated by BBF Promotions et Événements, which created and ran the festival, is delighted it was able to contribute to this tremendous success by helping to generate extensive exposure through a bilingual and multifaceted media relations campaign.
Torchia opens RONA Home & Garden in Scarborough
The team at Torchia assisted in the grand opening of the latest RONA Home & Garden superstore in Scarborough Ontario in April. The unique store is the first store in the chain to feature signage translated into Chinese for its predominant Asian customer base. Highlighting the grand opening ceremony was a traditional Chinese lion dance and dancers.
Torchia takes to the streets to help raise funds for Mount Sinai Hospital
Torchia Communications joined Saputo, Bentley Montreal, Uptown Volvo, Mediavation and other sponsors to support the 2007 Sinai Rally, a rather unique fundraising event that is well on its way to becoming a tradition. Each year the rally attracts Montreal’s most prominent professionals and entrepreneurs who share a common goal of supporting Mount Sinai Hospital Montreal.
The Torchia team also provided proactive media relations to help generate awareness for the cause and program.
To join our fundraising efforts and offer a donation, please visit www.sinairally.org
Torchia Communications and Dufferin Mall embrace change, community involvement and public relations.
Dufferin Mall has a powerful story it wants to share. For more than 50 years, the Mall has nurtured close ties with the community and has continued to service the needs of customers and retailers alike. Today, Dufferin Mall is in the midst of a successful revitalization program that has impressed people from the area - and around the world. Torchia is pleased to provide public relations support for a first project with Dufferin Mall and to share its compelling story with Canadian media.
Torchia honoured at 2007 Canadian Public Relations Society (Toronto) Awards
Toronto, April 26, 2007 – Rachelle Khalaf of Torchia Communications has been named ‘Young Public Relations Professional of the Year’ by the Canadian Public Relations Society of Toronto. The honor was announced at last night’s annual ACE Awards Dinner in Toronto, where award-winning public relations professionals were recognized for outstanding professional achievement and personal accomplishments.
		Torchia Communications also took away an ACE Award in the category of ‘Best Special Event’ of the year for its campaign to help announce the opening of a RONA Home & Garden store in Barrie, Ontario.
Lost in translation? New division of Torchia Communications puts businesses on the “write” track
Torchia Communications has found a way to help businesses that get lost in translation. It has launched Centrik Translations, a wholly owned division of Torchia Communications, one of Canada’s leading public relations agencies.
“Over the years we have been able to attest to the need in the marketplace for quality adaptation of French and English documents,” said Torchia Communications president and CEO Jean-Claude Torchia. “It’s not always easy for businesses, especially those located outside Quebec, to capture the intricacies and nuances of both official languages and to translate material well adapted to the market. We offer an expertise in communications and editorial services combined with a sound experience in translation. This strategic edge constitutes an advantage highly appreciated by our clientele. This has become one of our specialties and a recurring service component for our current client roster, which is what has led us to create Centrik Translations.”
Centrik Translations, which is already conducting a number of translation projects for businesses of all types and sizes, delivers a wide range of translation services, from press releases to internal briefs, advertising slogans and more specialized and technical documents.
Torchia opens RONA Home & Garden in Scarborough
The team at Torchia assisted in the grand opening of the latest RONA Home & Garden superstore in Scarborough Ontario in April. The unique store is the first store in the chain to feature signage translated into Chinese for its predominant Asian customer base. Highlighting the grand opening ceremony was a traditional Chinese lion dance and dancers.
Representatives from municipal, provincial and federal governments were on hand to take part in the press conference and RONA’s signature “board-cutting” ceremony. More than 100 guests and media were in attendance.
Cheri Milaney chooses Torchia Communications to launch first fashion media relations campaign
Vancouver-based fashion designer Cheri Milaney has selected Torchia Communications to help shine the spotlight on her designs in a sustained and targeted fashion. Available in the finest boutiques throughout Canada and the United States, Cheri's collections - and the designer herself - are making waves in the industry. The Fall collection, of Roman inspiration and featuring custom Italian fabrics, highlights Cheri's ability and commitment to designing high-fashion clothing to suit specific personality types.
More information: www.cherimilaney.com
With TC, Standard Life has the "assurance" of a well-managed project…
The Standard Life Assurance Company of Canada recently entrusted Torchia Communications with the mandate of writing the editorial content for the company’s 2006 annual review.
In collaboration with the firm’s External Communications and Public Affairs department, the report will touch on the highlights of the last year and outlook for the coming year in the five divisions of the company, which offers a wide range of insurance and financial products.
Standard Life, whose head office is in Montreal, has been a major player on the Canadian financial market since 1833.
Torchia Communications and Fuller Landau SENCRL: RP + CA = A-OK!
Accounting and taxation are complex fields in which acronyms abound – all of which prompted the professionals in Fuller Landau’s Montreal office to team up with the consultants at Torchia Communications to demystify this sphere of activity. The new partnership’s most recent initiatives in this regard included putting out a newsletter entitled FLASH, a periodical intended for the firm’s employees as well as its external audience, and the staging of a major conference on such issues as wealth transfer and management, which drew more than 150 professionals from the business community.
“Human Sculpture” wins the 2006 Bridgestone Firestone Photo Contest
A picture is said to be worth a thousand words. But for Cégep de Matane photography student Sacha Wewiorski it’s also worth $3,500, as the Grand Prize winner and top-prize recipient of his school in the 2006 Bridgestone Photo Contest The contest, in its fifth year, requires students enrolled in commercial photography studies at 12 pre-selected Canadian post-secondary schools, from coast to coast, to photograph a Bridgestone-brand tire in an artistic manner that complements their photographic abilities. A three-member jury, representing the photography and journalism professions, selected this year’s winner from among the 269 photo entries by some 157 students
Bridgestone Firestone Canada assigned Torchia Communications with the overall logistical management of the contest and its website: www.bridgestonephoto.com.
Torchia to help support Forester's Big Swim for Arthritis
SDI Marketing, one of Canada's premier Sports & Event Marketing Agencies, along with The Arthritis Society, has enlisted the help of Torchia Communications to provide media relations services in support of the Forester's Big Swim for Arthritis. The event is the only national swimming based fundraiser and it’s coming to a pool near you on April 20, 21 & 22, 2007. Sign up to Take the Plunge and register for Foresters BIG Swim for Arthritis and help raise funds for arthritis - visit www.bigswim.ca.
EPIDERMA and Torchia Communications maintain their association
For a fourth straight year, EPIDERMA is counting on Torchia Communications in order to strengthen his public relations plan aimed at increasing awareness for the brand and the scope of its products and services. EPIDERMA, who is now well installed in the Ontario market, is the largest laser hair removal network in Canada with 21 clinics and 60 treatment centers.
Torchia Communications provides its services to the "Tea"!
Tea Masters Ceylon Limited (http://www.teamastersceylon.com) has contracted Torchia Communications to conduct a comprehensive review of their marketing materials. The client produces Hedley's Pure Ceylon Tea in some of the best tea plantations in the world. Their dedication, commitment and hard work have resulted in the "Plantation Pure" quality brand which ensures that the pure Ceylon tea is picked and packed within 72 hours.
InstaSong climbs the charts with TC
The folks at InstaSong (www.instasong.com) have developed the perfect Valentine's gift. With InstaSong, you can choose the type of song you want, select information about the person you're creating the song for, and in seconds a lavishly orchestrated song made to your specifications is produced! You can listen to a preview of the song for free, and then, if you like it, you can send it to the person it's dedicated to. Best of all, the whole process takes less than five minutes.
InstaSong has contracted Torchia Communications to help introduce this unique product to the Canadian market for its Valentine's Day promotion.
Torchia Communications becomes Bridgestone Firestone Canada’s official translation agency
TC is now Bridgestone Firestone Canada’s answer to all their needs for translation for either their internal or external communications. Meanwhile, Torchia Communications will also continue to assume all Bridgestone Firestone Canada’s media relations which the agency has already been managing for six years now.
Procter & Gamble renews partnership with Torchia Communications
Procter and Gamble Canada, the country’s leading consumer-products company, has entrusted Torchia Communications to provide public relations services in support of assorted retail and customer-related promotions over the next 12 months. The collaborative effort will see the Torchia team carry out its nationwide, bilingual services in such diverse areas as media relations, stakeholder communications, event planning, sponsorship PR and reputation management. The agency, in conjunction with P&G’s internal professionals, along with customer and third-party organizations, will help devise and implement strategies for campaigns representing a range of products, from baby care to beauty, household needs to pet care.
Torchia Communications and Rogers Retail: On the Same Wavelength
Rogers Retail, the corporate retailer for the Rogers Group of Companies, with over 300 stores across Canada, has a wide range of exciting internal communications initiatives – and Torchia Communications is honoured to be working with Rogers on a number of these endeavors. In addition to providing counsel, TC’s involvement extends to such areas as editorial, translation, logistics and web presence services.
Torchia Communications is now providing PR services for GradCity
GradCity, student travel specialists and a subsidiary of UK-based First Choice Holidays, has entrusted Torchia Communications to provide public relations services in support of product and service offerings as well as reputation management. GradCity provides domestic and international tours to American students including destinations in the Caribbean, Mexico, Canada and various US cities for spring break, winter break, graduation and other school-sponsored trips. The company prides itself on safety, affordability and an unparalleled experience for youth travellers.