Public Sweat
Strategic marketing for an accessible and art-driven sauna and wellness experience.
The context
Public Sweat was developed as a new cultural and wellness experience designed to reconnect communities following the COVID-19 pandemic. Produced by Art Spin at Harbourfront Centre, the event combined public art, sauna culture, and wellness experiences through artist-designed functional sauna installations accessible to mass audiences. The initiative aimed to introduce experiential wellness programming to a growing consumer audience while establishing a new category-defining cultural event within Toronto.
My role
As Head of Marketing and Strategic Partnerships, I built and led the marketing function for the launch of Public Sweat, overseeing brand development, integrated marketing strategy, paid media, communications, creative direction, public relations, and partnership development. I also led sponsor acquisition and strategic collaborations designed to support audience growth, brand visibility, and operational scalability for the inaugural event.
The outcome
The campaign generated more than 12 million earned media impressions and saw 192% Instagram audience growth. Strategic partnerships with organizations including Thermea Spa Village Whitby, Sauna Specialiste, Harvia, and Sleeman/SoCIAL LITE significantly expanded brand reach while offsetting operational costs through integrated activations. Public Sweat established itself as an innovative wellness and arts experience while contributing to broader consumer awareness and participation within Toronto’s growing sauna and thermal cycle wellness community.
Client Partner
Public Sweat
My Contribution
Sector
