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CN Tower

The CN Tower is arguably one of Canada’s most iconic destinations. While research demonstrates that Torontonians are passionate about their Tower, locals tended to see it as a tourist destination. Our task was to create a compelling new positioning for the CN Tower experience that appeals to local markets as well as visitors from afar. We drew on extensive research with regional audiences to identify barriers and opportunities for visiting Toronto’s signature landmark. What emerged was the power of the CN Tower as a setting for important personal and communal gatherings. This became the cornerstone of our Elevate Celebrate positioning. The updated design platform encompassed all three elements of the visitor experience: the Tower itself, its elegant 360 Restaurant, and the extreme adventure, EdgeWalk. Graphics include actual social posts from visitors.

Great brands are renewed from within. Our Elevate Celebrate internal launch included: “back of house” information graphics, a printed employee guide, and a mobile training tool to orient 700 staff on their role in delivering an enhanced visitor experience. A survey of employees one year after launch showed awareness of the purpose and values exceeded 82%, with 84% of employees reporting they found it relevant.

Focusing on local audiences helped position the CN Tower for a strong recovery following multiple COVID-related closures, out-pacing pre-Pandemic revenue performance in multiple business lines.

In keeping with the Elevate Celebrate theme, the CN Tower and Trajectory continue to explore new experiential offerings for visitors. To date, these have included design of a special exhibit on local history, 114 Stories/Storeys, in partnership with Toronto Public Library; an augmented reality experience at the base of the Tower; and creating a name and identity for a stunning interactive art experience.


  • Research (quantitative, qualitative)
  • Brand strategy
  • Updated look & feel
  • Brand Playbook
  • On-demand staff training
  • Marketing campaign development
  • Brand guidelines
  • Exhibit design
  • Augmented reality (AR) experiences
  • Name, identity for new visitor experience
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