Most cities don’t see $5 billion worth of investment in their core in 20 years - 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 rumors 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 buzz - a gentle rumble that’s created by the thousands of people pulling in the same direction. A collaboration between the City, developers, business owners and the people who live, shop and spend time in the core. We’ve had a sense, for a long time, that this City wasn’t what it could be - that it was underperforming. Not any more. A decade of change and change agents has brought the core to the cusp of something pretty incredible.
Our job was to build messaging strategies and a creative platform that would allow the collaborators to communicate using a unified, upbeat voice. Strategies that help to proactively address questions and concerns, and a platform that expressed the celebratory, future-focused nature of this change.