Following a DNA discovery by MyHeritage, I was tasked with managing the North American PR for an extraordinary cross-continental mystery. The story involved Frank McGrath (Quebec) and Frans Bannink (Netherlands)—half-brothers separated for 80 years following WWII. My objective was to launch this emotional discovery to Canadian and U.S. audiences, positioning the brand as the catalyst for life-changing family reunions.

Strategy

I developed a narrative centered on "The Final Chapter of a WWII Legacy." By framing the story as a piece of living history rather than just a product result, I ensured it appealed to high-tier national news editors. I meticulously timed the media rollout to coincide with the brothers' first physical meeting in Montreal, creating a "live" news moment that allowed for authentic, high-impact storytelling.

Execution

I acted as the primary liaison between the families and the North American press, providing a protective but proactive media environment. I facilitated exclusive interviews and managed the coordination between the families. By preparing a specialized media kit—including archival WWII documentation and high-quality b-roll of the meeting—I made it seamless for major networks to lead their broadcasts with this story.

Syndication & Reach

The story achieved total saturation across Canada and significant pick-up in the U.S. I secured top-tier placements with Global News, The Globe and Mail, and CBC, which served as the anchor for wider syndication. The story was picked up by major news wires, leading to organic coverage across local and national affiliates throughout North America.