QUEEN'S QUAY TERMINAL RETURNS TO FIELD DAY


"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.



Canada's Wonderland Tops Field Day's Third Annual Toronto Entertainment Survey
[11/05/2014]

PAST NEWS

Cold and Flu Survey
[08/21/2014] - We need your opinion about cold and flu remedies. Take our survey for a chance to win $100 bucks.

Quesada Burritos & Tacos Launches New Branding
[06/18/2014] - Quesada revamps marketing direction and menu as part of an aggressive growth strategy. Field Day develops the new brand platform.

Natural Remedies Survey
[06/02/2014] - Take our survey and receive a shot at winning a 16 GB Apple iPad mini.

MORE...

Bioforce Selects Field Day as Agency of Record
[05/01/2014]

Quesada Selects Field Day as Agency of Record
[03/19/2014]

Toronto Symphony Orchestra Contracts Field Day for 2014 Season
[11/29/2013]

Toronto Maple Leafs top the list of Southern Ontario's All-Time Favourite Attractions
[11/12/2013]

3rd Annual Entertainment Survey
[11/01/2013]

Fast Food Survey - Quick Service Restaurants
[11/01/2013]

Concussion Survey Contest Winner Claims Prize.....
[05/13/2013]

Take our concussion survey and win a 16GB iPad
[04/19/2013]

OSSGA and Field Day Launch New Corporate Website
[04/05/2013]

The Arts & Entertainment Survey Grand Prize Winner Is......
[04/01/2013]

Win Two Prizes for Our Entertainment Survey
[02/28/2013]

The Second Prize Winner is....
[02/27/2013]

And the Winner Is...
[02/21/2013]

Take our hockey survey and WIN
[02/01/2013]

Field Day Partners with TSO to Drive Attendance for Handel's Messiah
[01/23/2013]

Field Day Contracted by Two National Consumer Shows
[12/20/2012]

Field Day Partners with CNE to Increase Attendance for the Second Consecutive Year
[11/02/2012]

Ranking Toronto's most popular attractions
[06/12/2012]

Take our concussion survey and win an iPad
[05/08/2012]

Field Day wins contract for national concussion awareness program
[04/02/2012]

Take our survey and win an iPad 2
[02/01/2012]

CNE announces 2011 attendance
[10/20/2011]

Field Day rebrands 3 national organizations
[01/22/2010]

Field Day brings you the hole story
[11/25/2008]

Field Day aces Rogers Cup Direct Mail
[04/07/2008]

Warner Home Video - Warner Announcement system
[07/25/2007]

GFD invests with Field Day
[06/01/2007]

Vision TV digs Field Day for 'The Lost Tomb of Jesus' website
[03/06/2007]

ACC makeover - more than window dressing
[11/27/2006]

CNE ads hit the spot
[08/18/2006]

The Toronto Blue Jays ask Field Day to step up to the plate
[05/27/2006]

Canadian National Exhibition hires Field Day for 128th Annual Fair
[03/23/2006]

Field Day launches new website for Metro Toronto Convention Centre
[10/04/2005]

MTCC Goes Online with Field Day
[01/18/2005]

Queen's Quay Terminal returns to Field Day
[08/15/2004]

Mighty Ducks Fly North for the Winter
[06/01/2004]

Field Day Scores with Cleveland Cavaliers
[02/01/2004]

Field Day Catches Appleby's Eye
[01/21/2004]

Air Canada Centre's Website Relaunches
[10/06/2003]

Now Playing - Field Day Hired by Famous Players
[04/29/2003]

Field Day Takes Three Top International Creative Awards
[06/24/2002]

Field Day and Maple Leaf Sports & Entertainment Repeat as Mobius Winners
[03/12/2002]

Field Day Brings the Olympics to Life
[02/19/2002]

Field Day Takes the Checkered Flag
[11/10/2001]

Queen's Quay Terminal Brings History to Life
[08/20/2001]

FAN 590 Fall Promotion
[07/01/2001]

Toronto Olympic Bid Update
[01/20/2001]

Field Day Adds Three & Promotes Two
[00/00/0000]

© Copyright 2003 - 2014 Field Day Inc. All rights reserved.