"We're really focused on the waterfront community to bring people in to our special shops and restaurants."

Joe Aguiar
Queen's Quay Terminal Senior Manager
Property and Tenant Services

Queen's Quay Terminal is pleased to be working once again with Field Day Inc., a creative and communications services agency.

Responding to Queen's Quay Terminal's desire to reach the downtown condo market as well as Toronto tourists, Field Day created a new look and tagline: it's a quay thing. The campaign slogan and overall look include custom illustrations and a vibrant new colour palette.

The goal of the campaign is to attract condominium owners living in the immediate waterfront neighbourhood into Queen's Quay Terminal for their dining and shopping experiences. For this campaign, Field Day chose to play on the existing energy and atmosphere of the area, using fresh, urban imagery that speaks to the lifestyle of this newly established community.

Materials feature tone-on-tone images of silhouetted people shopping, dining, and just relaxing in the Terminal. The new colour palette features a funky lime green background contrasted with a spectrum of energetic blues, representing the green nature and blue water of the Terminal's lake Ontario waterfront location. Different seasonal colours can be swapped in and out for special promotions like Valentine's Day and Holiday shopping.

Launch materials for "it's a quay thing" include a series of colour ads and postcards. Other Queen's Quay Terminal projects that Field Day has designed for past campaigns include city-wide brochures, on-site banners and the current on-site historical signage.

"It's wonderful to be working with Queen's Quay Terminal again," said Joanna Zuk, Senior Account Director at Field Day. "Because this is our third campaign together, we really understand the progress of marketing materials and the audiences we're speaking to about the quality of retail and dining at Queen's Quay."

In the late 1990s, Field Day created the campaign "The city begins here" which ran successfully for several years, focusing on attracting tourists. Following that up with "Get your feet wet" in 2001, Field Day started to appeal to a more local market, enticing Torontonians to come down and try Queen's Quay for shopping and dining. The tagline also played on the waterfront location by using the word "wet."

"It's a quay thing" as a slogan draws attention to the unique character of Queen's Quay, and is catchy to remember. Because quay is pronounced "key", the slogan also provides a building block for other messaging such as "Your quay to shopping" and "Your quay to dining."

"I know this summer is going to be very successful for us," said Joe Aguiar, Senior Manager, Property and Tenant Services, "so we're really focused on reaching out to the waterfront community and connecting to bring people in to our special shops and restaurants."

Queen's Quay materials using the current campaign include Harbourfront billboard signs; Valentine's Day and Mother's Day postcards; ads in a variety of local neighbourhood and tourist publications; bus signage with Shop, Dine, Tour, Toronto; and a redesigned web site at Toronto.com.

Field Day is a Toronto advertising and communications agency specializing in sports, entertainment, and venue marketing. Other clients include Maple Leaf Sports & Entertainment, The Anaheim Mighty Ducks, Theatre Passe Muraille, Famous Players and Bombardier.

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