Through an integrated marketing campaign, the Toronto-Dominion Centre shows the business community why TDC and 222 Bay are “where business is going.”
Designed by Ludwig Mies van der Rohe in 1962, the Toronto-Dominion Centre (TDC) sits at the epicentre of Canadian business. Every day, 20,000 people work within the six building complex – with 4 million square feet, spread across six acres in the heart of Toronto’s downtown core.
Today, a new generation of leadership is making its mark and changing the workplace. Office space of the future needs to be more technologically capable, adaptive and environmentally friendly. Location and amenities will matter more than ever as a new generation chooses to mix work and lifestyle. Toronto-Dominion Centre, a city within a city, is at the very centre of Canadian business and perfectly positioned for the future.
BryanMill’s objective was to help re-establish TDC (and 222 Bay) as the jewel in the downtown’s financial district and at the epicentre of Canadian business. To do this, BryanMills needed to reset perceptions in the hearts and minds of Canada’s corporate elite as well as the brokerage community as a whole. BryanMills achieved this through a bold and comprehensive re-branding effort across all aspects of Toronto Dominion Centre’s sales and marketing business. With over $200 million in capital improvements by Cadillac Fairview in TDC, there was a lot at stake in retaining and acquiring blue-chip tenants.