CRAM
The Challenge
The University of Toronto, Ryerson, York and OCAD wanted to come together for an evening of free interactive learning across 30+ events at multiple venues, to bridge the gap between research and the public.
The Approach
Together with CRAM’s founder, Mary Ito, and the four participating universities, we worked to brand this first-of-its-kind learning festival and market it across a variety of channels. Leveraging OOH, social media, video, print and more, we helped generate buzz about this new festival and drive attendance at the 30+ events.
The Impact
With near-sold out attendance, multiple media mentions (including CBC, Toronto Star, Breakfast Television and BlogTO to name a few), and a trending moment on Twitter, CRAM’s first year was a smash hit. Plans for 2020 are underway…