Mint.com is an easy, online tool that accurately and securely tracks spending habits of Canadians and enables them to set budgeting goals. The launch of Mint.com in Canada took place during a year when Canadian household debt was at an all time high and the need to take control of personal finances was critical. A year prior to the launch, Intuit, makers of TurboTax and Quicken, purchased the US site and quickly identified Canada as the first region in Mint’s international expansion. As the first market for Mint.com outside the US, Intuit identified this launch as a major priority – setting the stage for additional rollout of Mint.com into other markets across the world. PR was the only communications tool used to drive awareness and spur registration growth. The PR program strictly consisted of media relations. Therefore a phased approach to the launch was developed to maximize the newsworthiness of a company founded by one of Silicon Valley’s most successful entrepreneurs, Aaron Patzer and drive awareness and adoption.