CN Tower

 Development Program and Brand Engagement Strategy

Client: Canada Lands Corporation

Toronto, Canada


MRA worked with Canada Lands Corporation, owner of Toronto’s iconic CN Tower, to develop a brand identity program and development strategy to enhance the appeal of the CN Tower to tourists and regional residents. The multi-faceted strategy centered on creating a gathering point and extended visitor itinerary at the base of the tower; elevating the iconic stature of the tower with a new lighting and media program; introducing six complementary venues as part of the “base program”, and extending the experience to a four block branded environment linking the tower to Toronto’s downtown, the Toronto Sky Dome and Maple Leaf Square. The Ripley Aquarium and Visitor Experience / Entry Pavilion were added to the base of the tower in the summer of 2013.