Client: Toronto-Dominion Centre

A landmark on Toronto's skyline and the heart of the city's business community, Toronto-Dominion Centre (TDC) has boasted 21,000 office tenants since it was first built in 1967.

Situation

There were two objectives behind Toronto-Dominion Centre's $500 million revitalization. The first was to bring the building's environmental systems up to state-of-the-art standards. And second, to counter the marketing appeal of competitive new construction. Toronto-Dominion Centre owner Cadillac Fairview Corporation turned to BMIR to help modernize the centre's visual identity and present a refreshed face to the world.

Our first step was to go back to the Toronto-Dominion Centre's timeless design origins. We subtly updated the core black and white logo and introduced a family of lifestyle logos to identify and highlight the promotional aspects of the exceptional food and retail amenities.

Next, we needed to generate some business-world buzz for the revitalization program. We developed a new brand awareness advertising campaign based on the instantly recognizable work of Canadian artist Bruce Roberts. The campaign launched in the Globe & Mail's Report on Business and has since expanded to other, less conventional channels, including construction hoarding and interior signage.

BMIR was also tasked with rebranding the 77 King Street West tower, one of the cornerstones of the Toronto-Dominion Centre's revitalization. We created a new brand identity for the building as well as its own marketing-oriented website, using the Microsoft Sharepoint development environment as the content management system. As a Microsoft-certified Gold Partner, we developed a unique, animated timeline highlighting the development's history, pulling data directly from Sharepoint.

We also played an instrumental role in developing tenant and visitor engagement communication strategies. Our goal was to help draw attention to TDC Green environmental initiatives, as well as create timely promotional programs aimed at developing business for retailers and restaurants through various promotional and special events.

Bottom Line

Now that we are in the third year of our engagement, BMIR's role in revitalizing the Toronto-Dominion Centre continues to expand, extending to tenant marketing-leasing programs and an increased range of environmental initiatives. Our work has also been recognized with a 2011 Marcom Platinum award.