Canadian Queer Chamber of Commerce (CQCC)

The Canadian Queer Chamber of Commerce (CQCC) supports and advocates for queer-owned businesses and 2SLGBTQI+ entrepreneurs across Canada. Founded in 2003, it represents over 100,000 businesses and plays a key role in strengthening an inclusive economy through networking, education, certification, and national programs.

CQCC tasked The Tea with driving national awareness for The FAM Program while addressing ongoing barriers faced by 2SLGBTQI+ entrepreneurs—particularly access to capital, visibility, and professional networks. The campaign needed to resonate across diverse regional markets while highlighting both economic impact and community value.

The Tea executed a multi-tiered, national communications strategy anchored by a press release and supported by targeted, localized media outreach. We developed tailored pitches for regional and national news desks, business and trade media, and queer publications to ensure relevance across audiences. Storytelling played a central role—leveraging CQCC spokespeople and real business owners to highlight the program’s impact, from economic growth to community-building. Strategic follow-ups, case study angles, and vertical-specific pitching (including marketing and advertising trade media) helped sustain momentum and deepen coverage nationwide.

The launch campaign achieved 230M+ total estimated reach and $2.1M+ in Ad Value Equivalency (AVE), with strong visibility across key markets including Vancouver, Victoria, Toronto, and Halifax. Top-tier coverage included a live interview on CBC Radio-Canada, features in Vancouver Tech Journal, and placements across queer, business, national media and podcasts.