Union Station, Toronto’s legendary downtown transit hub and one of North America’s biggest railroad stations, needed a revamp. When developer Osmington launched a large-scale renovation they were determined to remake Union Station into an urban oasis with amenities, programming, and great retail. What they needed was the right brand partner to help bring their new brand and programming to life.
Union Station x TD Bank
Relaunching a legendary civic jewel through an equally one-of-a-kind partnership
Challenge
Approach
A&C developed a sponsorship strategy that ensured partners would create value-adds and enhance the overall experience without cannibalizing advertising revenue. Our strategic campaign resulted in each of Canada’s Big Five banks expressing considerable interest. We launched a competitive RFP process attractive to both public and private stakeholders, resulting in each bank submitting a proposal that met or exceeded the minimum investment ask and suggested term. Each explained how their respective brand would offer the most compelling value proposition as a long-term partner.
Result
After a strategic review and vetting process, TD was selected and engaged in a multi-year, multi-million-dollar partnership. Together, TD Bank and Union Station jumped on the sponsorship train for an epic trip that has been an unqualified success — and only continues to grow in profile and stature.
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