GIVE AWAYS
We took a direct approach to marketing one of the most transformative developments in Hamilton's history. The Pier would change the very fabric of Hamilton's waterfront district, so engaging with community members across the city was our main mission. In-depth market research and personal communication with Hamiltonians proved giveaways to be an ideal tool for building awareness, interest, and excitement.
RADIO INITIATIVES
Our secret weapon in this branding study was radio. Though many see radio advertising as obsolete, we believe it's a lost art. If you've ever had a song stuck in your head, you know exactly how powerful a simple tune can be. 1063 built several melodies around the phrase "Here's to The Pier" – creating radio ads so catchy that we still sing them in the office today.
RADIO 1
RADIO 2
GUERILLA MARKETING
Guerilla Marketing, as many understand it, means advertising exclusively in zoos, wildlife enclosures, and aquariums. For such a landmark new development though, we used a different approach to addressing Hamilton's proverbial elephant in the room.
GUERILLA MARKETING CAMPAIGN
Flyers, murals, and live signage created a relatable campaign rooted in community sentiment. The Pier's scale and importance rival some of Toronto's most iconic districts and truly transform Hamilton, meaning community support was integral to its success. No longer would this city play second fiddle to Toronto, and a 'boots on the ground' marketing method would turn this idea into something far more than a mere ambition. It would become a significant community movement.
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Southport
