Client Needs

Union Station is one of Toronto’s most visited public destinations, operating year-round as a cultural, culinary, and experiential hub. Across seasonal programming — from Union Summer to Union Winter — the challenge is not only visibility, but sustained relevance.

The goal was to:

• Build large-scale awareness for seasonal markets and free public programming

• Translate digital attention into real-world attendance

• Maintain momentum between campaigns so audiences stay engaged year-round

• Position Union Station as the destination for food, culture, and city-making experiences
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Type of service(s) provided:

• Year‑Round Social Strategy & Execution, including:

  • Full‑service social media management across Instagram, Facebook, and TikTok

  • Seasonal campaign strategy for Union Summer and Union Winter

  • Ongoing content planning to bridge campaigns and maintain audience growth

  • On‑site content creation (events, performances, activations, installations)

  • Platform‑specific creative (Reels, short‑form video, carousels, Stories)

  • Meta ad campaigns supporting awareness, traffic, and attendance

  • Strategic consulting to align programming, messaging, and audience behavior

Project Success

Across Union Station’s seasonal and year‑round programming, our work focused on building sustained visibility — not just short‑term spikes.

During the Union Summer 2025 campaign:

• 8,881 new Instagram followers were gained

• Content generated 4,202,399 total views

• 10,967 clicks were driven to the programming schedule through organic and paid social

Beyond a single season, performance trends showed consistent growth across platforms, including approximately 4% growth on TikTok and 5% growth on Instagram.

Strategic content repeatedly converted attention into action, with select posts driving hundreds of new followers at a time and maintaining engagement as programming evolved. By treating Union Station’s social presence as an always‑on ecosystem — rather than isolated campaigns — we helped ensure each seasonal launch benefited from the momentum of the last.

Ongoing Impact

Our approach supports Union Station not just as a seasonal market, but as a year‑round destination. By combining campaign‑based storytelling with long‑term strategy and consulting, we’ve helped create a digital presence that reflects the scale, energy, and cultural relevance of the space — online and on‑site.