Overview
Cadillac Fairview, together with ONE Unltd. launched a targeted marketing campaign for 95 Wellington Street West, a revitalized boutique office tower in the heart of Toronto's Financial District. The goal was to generate interest and secure new office leases by engaging the commercial brokerage community and showcasing the building’s unique offering.
Our Challenge
Despite its prime location and millions of dollars in capital improvements, 95 Wellington needed to stand out in a competitive leasing market. The key challenge was to reintroduce the property to brokers, prospective tenants (C-suite decision-makers), and the broader business community as a distinctive, value-rich alternative with an iconic address.
Our Creative Strategy
95 Wellington has a unique "boutique" personality among the towering skyscrapers of Toronto's Financial District. Rather than being overshadowed, it was repositioned as a distinguished, boutique gem nestled within the prestigious TD Centre campus. The strategy was to embrace this contrast, highlighting the building’s refined scale and personalized tenant experience while underscoring its shared access to the campus’s world-class services, amenities, and sustainability features. This duality—distinct yet connected—formed the narrative core of the campaign.
Our Approach
The New 95 is not just as an office space, but a rare opportunity to join a prestigious corporate community with a distinct sense of place. To bring this unique narrative to life, the campaign focused on creating a premium, highly visual experience that aligned with the tower's unique, boutique identity. Marketing materials were thoughtfully designed to emphasize the building’s refined character, contemporary upgrades, and shared access to the TD Centre’s first-class amenities. A suite of targeted assets—including video, large-format posters, printed and digital brochure, and environmental wall wrap graphics were developed to support a broker-facing events and prospective tenant tours of the property.
The 4th. floor became our canvas for an engaging office tour experience.
To enhance the tour experience for brokers and prospective tenants, we transformed the 4th floor into a walkable, virtual brochure—bringing key benefits and features of 95 Wellington to life through large-scale environmental graphics. The result was a smart, cost-effective alternative to costly and time consuming staging techniques.
Impact
The campaign reinforced the New 95 as a compelling leasing opportunity by:
• Positioning the building as an elite, boutique offering in a premier location.
• Providing brokers with compelling tools to generate tours and leads.
• Reinforcing CF's leadership in commercial real estate.
By combining thoughtful storytelling with tactical marketing materials, the campaign positioned 95 Wellington as more than an office tower—it became a smart business decision for tenants seeking prestige, performance, and value.
Credits: Frank Casera – Creative Director & Graphic Design, Alan Marr – Copywriter, Eden Robbins & Emmet Koudis – Video Production, Yauheni Baldziusau – Photography, Len Dang – Retouching, Randy Shepard (Motive Media) – Large Format Printing, Adam Hall, Senior Director of Leasing, Cadillac Fairview