waterfront toronto

Port Lands. Meet me in 2024.

The Port Lands Flood Protection Project is Canada’s largest public infrastructure project. In addition to protecting downtown Toronto from flooding during extreme weather, it will provide 25 hectares of publicly accessible green space, roads, bridges, and a transit right-of-way. It will create over 10,000 person years of employment and add over $1billion to the economy.

Something this massive in both scale and complexity presents unique communications challenges. To build public awareness and support among local, national and international audiences, Field Trip created a multi-channel campaign based on the notion of a ‘viewfinder’ framing the future potential of the project. This framing device was then used to zero in on the project highlights most likely to garner public support.

Playing off the contrast between built and natural space, these messages encouraged the public to reimagine the Port Lands restored to their natural state but with immediate and convenient access to downtown. They were applied to out of home posters, transit cards, wild postings, PSA’s, social media templates, online advertising and educational material for schoolkids. Field Trip also created a comprehensive, three-phased communications roadmap that detailed 12-months of digital, print, in-person and PR/media.

Communications partner: Bespoke Collective