Nova Music Festival Exhibition Toronto
The context
The Nova Music Festival Exhibition expanded into the Canadian market following successful runs in Tel Aviv, Los Angeles, and New York City. The exhibition provided an immersive experience focused on remembrance, healing, and education following the October 7 attack at the Nova Music Festival.
The Canadian launch required a highly strategic and sensitive communications approach capable of adapting an internationally established brand and visitor experience for a new audience while navigating a complex cultural and media environment.
My role
As Head of Marketing and member of the leadership team, I led the Canadian marketing strategy and built the integrated agency and communications structure supporting the exhibition launch in Toronto. I oversaw a multidisciplinary team of approximately 30 contributors, including public relations agencies, advertising partners, social media teams, and creative resources. My responsibilities included campaign strategy, paid media, communications, brand adaptation, audience development, and stakeholder coordination while ensuring all messaging and creative execution aligned with the exhibition’s broader mission and emotional sensitivity.
The outcome
The Toronto exhibition welcomed more than 50,000 attendees and generated over 400 million media impressions through national and regional coverage. The Canadian campaign successfully evolved and optimized the exhibition’s existing brand architecture, visual identity, and integrated marketing approach for the local market while maintaining alignment with the global experience. The exhibition attracted attendance from national political leaders, law enforcement agencies, educators, business leaders, cultural organizations, and public figures, helping establish it as one of the most impactful and widely discussed touring exhibitions presented in Canada that year.
Client Partner
Nova Exhibition
My Contribution
Sector
