Smirnoff  International  Fashion  Awards  (SIFA)

In 1991, Smirnoff Canada enlisted Northcott Communications Inc. to publicize and launch the Smirnoff International Fashion Awards in Canada. With unrelenting drive and stamina, Clara Northcott traveled throughout Canada, organizing and promoting this ground-breaking competition, to fashion schools and national media outlets. Within the year, her efforts were realized when the top 15 fashion schools committed to competing in the Canadian Final. Clara’s enthusiasm and dedication was contagious, as she was awarded with the support and enthusiasm of both major media players and heavy-weight fashion notables.

Northcott’s effective and valuable relationship with the media was the key to SIFA’s establishment and ongoing success in Canada and abroad. SIFA reached participation of as many as 37 countries in the late 1990’s. With national media exposure valued at over $2 million annually, it’s no wonder Northcott popularized the Awards in Canada, and was the pivotal force in bringing the Awards to Toronto in 1996 and again in 2001. With Canada taking the top prize in 1992 and again in 2000, the City of Toronto recognized Smirnoff Canada with an Industry Achievement Award in 2001. Northcott Communications Inc. was selected, in that same year, to execute the international public relations campaign for the Smirnoff International Fashion Awards.

“Since 1999, Diageo has enjoyed a long and fruitful partnership with Northcott Communications Inc. NCI has managed many public relations projects for our wide portfolio of premium beverage alcohol brands. Clara’s success in business is directly linked to her established relationships with many media outlets across Canada and her personal characteristics of dedication, professionalism and thoroughness.”