making waves - COUTO CREATIVE

Making waves at Queens Quay

As part of the overall transformation of the waterfront – the
site of the existing Queens Quay blvd, near the waters edge in
downtown Toronto became a massive revitalization project,
creating a 2KM long construction site that lasted 3 years.

In 2015, construction concluded and we invited the entire city
to celebrate.

Thousands of people showed up and helped bring our idea to
life by holding a blue nylon wave that stretched 650 meters along
Queens Quay from York St. to HTO park. Imagine the CN Tower,
then add another 100 meters to it.

The Mayor and other political figures helped out and, of course,
performed the official ribbon cutting. Actually, it was more of an
unzipping of the 2 sections of the blue wave.

The wave traveled well beyond 650 meters, reaching the entire
city on the 6 and 11 o’clock news. Social media posts during and
after the event helped us reach well beyond the city limits.

#ToTheWaterfront generated more than 240,000 impressions
and #NewQueensQuay resulted in more than 400,000 impressions.

Together with Waterfront Toronto, we helped Toronto celebrate
the end of a frustrating construction project and the beginning of
a new place in our city designed for people to enjoy. And we let
Toronto know about the transformation taking place at our shores
that is reconnecting us to our waterfront.

#NewQueensQuay #TOtheWaterfront

Agency - Marshall Fenn

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