Objectives
Toronto Hydro is engaged in a number of critical projects that will upgrade the levels of service and reliability to the city. Phase 1 of this campaign introduced the programs to ensure that the public understood the importance of Toronto Hydro’s work in the growth and prosperity of the city. In addition to communicating these messages, we wanted the flexibility to address specific neighbourhoods, activities and events.
Solution
Working with the Toronto Hydro communications group, we developed a strategy for both messages and media. The key to the campaign was an aerial photo shoot of the city which gave a unique perspective to the communications.
• Helicopter photo shoot of the city
• Newspaper ads in numerous dailies and neighbourhood papers
• Transit shelters in the downtown core
• Animated TTC shows for on-platform advertising
• Web content for corporate site
Results
The launch of the program now allows Toronto Hydro to focus on specific aspects in future programs. In addition to reaching the public, the campaign was noted by municipal and provincial politicians, both key audiences.
