Waterfront Toronto

Queens’ Quay Re-Opening

Waterfront Toronto, wanted to create a special opening launch for the newly constructed Queens Quay that had been redesigned following an international design competition almost 8 years ago. The lengthy construction meant residents and businesses had to live with all the noise, dust and limited access to their neighborhood.

Our client wanted an opening that would tell all of Toronto that Queens Quay was finally open for business as a new play to live, work and play. And to thank residents and businesses alike, they wanted something big. So we decided to make some waves. Big ones.

We created the largest ribbon cutting in Canadian history. Planning, organization and production of this massive event took six months.

The ribbon was 650 metres long (as long as the CN tower is high) stretching along Queens Quay from York Street to Spadina Avenue. It took over 700 volunteers to hold it up. Following speeches from Toronto Mayor John Tory, Federal Finance Mister Joe Oliver and the Ontario Minister for the Environment, Glen Murray, the crowd held the ribbon to literally create a giant wave along the new waterfront.

Thousands of people came out to participate and watch. The event was covered extensively by all broadcast media in Toronto, and was the lead on numerous newscasts that day and evening.

The agency and Waterfront Toronto used social media to announce the event and attract enthusiastic volunteers. #ToTheWaterfront generated more than 240,000 impressions and #NewQueensQuay resulted in more than 400,000 impressions.