Trending PR Campaigns
Lake Ontario Sign
Ontario Premier Doug Ford unveiled a giant “Lake Ontario” sign in response to Donald Trump ordering US federal agencies to call the lake “Lake America”. The deliberately oversized act of territorial name-checking gave the political dispute a simple, visual symbol for news coverage and public debate.
Why it worked: It hijacked Trump’s directive with a giant, visual counter-symbol, turning an abstract naming spat into irresistible, camera-ready conflict.
The lesson: Consider staging an oversized, photogenic counter-symbol that literalizes a rival’s claim, creating a clear visual for editors and B-roll.
Coverage over time
How this story spread across the media