How to make a problem into a point of pride?
Most cities don’t see $5 billion worth of investment in their core in 20 years —but we’ll see it in 5. It’s hard to even appreciate what that means for us. What is $5 billion?
Well, for starters, it is a whole bunch of traffic headaches, road closures, and sidewalk detours. It’s confusion and unpredictability. It’s unanswered questions and a bunch of rumours about what’s going to happen when, which alley is closed this week, and who couldn’t get into their parkade yesterday.
But it’s also a collaboration between the City, developers, business owners and the people who live, shop and spend time in the core.
For this project, we had to navigate an issue that has been divisive, and create a communications approach and key messages that would help ensure that the conversation didn’t get mired in the history of the issue, or in the frustrations of increased traffic and reduced parking.
We built messaging strategies and a creative platform that would allow the many organizations involved in the revitalization to communicate using a unified, upbeat voice. This included strategies that help to proactively address questions and concerns, and a platform that expressed the celebratory, future-focussed nature of this change.