Ontario Place
Rebranding, annual marketing strategy, and building a new team
The context
Ontario Place was preparing for a major public relaunch following several years of limited marketing activity and operational dormancy. The organization required a renewed brand strategy, a rebuilt marketing function, and integrated campaigns to support the reopening of the destination, including new attractions, festivals, cultural programming, and public experiences designed to re-engage audiences across Toronto and Ontario.
My role
As Head of Marketing, I built the marketing team and agency structure responsible for relaunching the Ontario Place brand and supporting its evolving portfolio of programming and experiences. I led the rebranding of Ontario Place and the Cinesphere IMAX Theatre, while developing integrated annual marketing strategies for Trillium Park, ON150 festivals, SummerSeries, Lumière: The Art of Light, and Yoga in Trillium Park.
My responsibilities included agency leadership, media strategy, creative direction, communications, digital marketing, and audience growth initiatives. I now continue to support Ontario Place as a strategic marketing advisor.
The outcome
Ontario Place successfully re-established itself as a major cultural and entertainment destination within Toronto’s waterfront landscape. I led the relaunch of owned marketing channels including the website, social media platforms, and CRM/database marketing infrastructure while overseeing agency partnerships across media buying, advertising, public relations, and creative.
Key programming initiatives achieved consistent year-over-year audience and attendance growth, while new planning processes and operational frameworks improved collaboration and efficiency across internal teams and external partners.
Client Partner
Ontario Place Corp.
My Contribution
Sector
