The Well – Wellington Market Expansion

Date 2025
Industry Hospitality
Digital marketing Event management Event marketing Influencer relations Media relations Partnerships PR strategy

To drive awareness, visitation, and media/influencer engagement for the expansion of Wellington Market through a multi-channel strategy that positions the market as a must-visit culinary and cultural hub in downtown Toronto.

APPROACH 

Strategic Media Relations & Pitching: We conducted targeted outreach to top-tier lifestyle, food, and news media to secure feature coverage and listicles highlighting the new vendors and offerings at The Well.

VIP Preview Event: We hosted a curated event for media, influencers, and tastemakers featuring guided tastings, live programming, and immersive photo moments to spark social and earned buzz.

Digital Advertising: We launched a geo-targeted paid campaign across Meta, Google, TikTok, and YouTube to engage Toronto foodies and drive excitement and foot traffic for the expansion launch.

Paid & Organic Influencer Support: We partnered with a mix of 3 paid creators and 5 organic partners who showcased the new market experience through engaging content timed around launch timing.

Influencer partnerships for elevated experiential marketing. Reaching new heights, showcasing and enhancing the product’s positioning.

Result
  • 11M+ Organic Social Impressions
  • 27M+ Earned Media Impressions
  • 4.4M+ Paid Social Impressions
  • 114 Launch Event Attendees (96% attendance rate)