On August 27, 2016, in Radford, Virginia, Winnipeg racecar driver Amber Balcaen became the first Canadian woman to win a NASCAR sanctioned race in the USA. Moments after her big win, Amber was buried by media requests coming in from all over North America, particularly from local news outlets who knew she was coming home in less than 24 hours. With no money to hire someone and in need of instant help, Amber reached out to Michelle Bailey to develop a “fly by the seat of your race suit” tailored communication strategy.
Using Twitter, Facebook, Instagram, and even leaning on the good old fashioned phone line to manage the onslaught, Amber spent the next 10 days conducting media interviews, attending events such as throwing the first pitch at a Goldeyes game, meeting the Mayor, answering questions on American call-in shows, and being the first person to conduct carpool karaoke with a local radio station. There were 14 appearances on Day 1 alone. Between Michelle managing the never-ending requests and working on opportunities for even further exposure, to Amber giving it her all to keep up with the demands, success was evident.
It was a full-on marathon for both Amber and Michelle, and the publicity went viral daily. It was an incredible ride. Now, the challenge moving forward? How to keep up the momentum in preparation for the 2017 race season, learning from what worked and what went slightly sideways in 2016?
Join Michelle Bailey as she discusses all this and more on Wednesday, November 2, 2016 at a luncheon to be held at The Metropolitan Entertainment Centre.