Launching The Well, Toronto’s Newest Cultural Destination
Launching The Well, Toronto’s Newest Cultural Destination
Background
The Well is an incredibly ambitious open air mixed-use destination that combines over 40 food and beverage vendors, retail, residential and office space in the heart of Downtown Toronto. It needed a compelling story and launch campaign to ensure it connected with Toronto and the world. This is where Blackjet came in.
Charting a Course
We began with in-depth research which led us to a solid foundational brand strategy, which itself included a vision, purpose, a mission and most importantly a destination. The goal was to drive eight million annual visitors by 2026. We put together detailed brand guidelines articulating the new strategy and laying the groundwork for the launch campaign.
The launch campaign consists of citywide out of home advertising designed to convey a central theme, that great food, excellent shopping, inspiring workspaces, best friends and new experiences are ‘all together at The Well’. This thought acts as a catalyst for all in-market messaging, and inspired the shot-on-location campaign visuals that depict the joy of togetherness. The work prominently features key identifiers of place, including the Wellington Market international food hall, The Well’s central and instantly iconic architectural canopy, and one of its many formal dining areas.
Arriving at the Destination
The Well opened to the public in June of 2024. It continues to attract an array of world-class food and beverage and retail tenants, and it is on its way to achieving its traffic goals ahead of schedule.
