A Rally for the Canada Summer Games


Every two years, the Canada Games comes to a proud Canadian city. Competing with Sudbury, Ottawa and Niagara Falls for a host games location in Ontario, Waterloo Region needed to be positioned as a leader in technology and innovation with a strong connected community.

A Rally for the Canada Summer Games
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  • Digital Brand Strategy
  • Branding & Identity
  • Logo Design
  • Communications Planning
  • Community Engagement Strategy
  • Social Media Strategy
  • Fan Engagement
  • Public relations
  • Website microsite design
  • Content management system
  • Content creation & copywriting
  • Social media management
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The #WeRally2021 was created to play on the W and R of Waterloo Region, along with the goal of bringing people within the community together. Each of the elements
of the campaign focused on rallying together with the website housing all of these signs of support.

The campaign and website launched. 

on January 6, 2017 during the Levees of the Mayors of Cambridge, Kitchener, and Waterloo. The social media strategy #WeRally2021 and community engagement through the Community Support section of the website quickly surged, gaining momentum on the three other cities who began their campaign six months earlier.


We Rally Bicycle

When signing up to support #WeRally2021, community members could submit their reasons for supporting the bid. By the end of the campaign thousands of supporters, from community members and Olympians to varsity athletes and professional athletes, shared why the community of Waterloo Region was a key component of their success.

Canada Games
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We Rally Basket

In pep rallies and on social media, within community centres and schools, spilling into the streets and to the outdoors, the people of Waterloo Region and our local athletes showed their support rallying together every step of the way.

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Over a two month campaign, #WeRally2021 had two million impressions, with over 280,000 unique social media accounts interacting and engaging on social media.

The community engagement surrounding #WeRally2021 generated over 2,800,000 impressions with nearly 1,250,000 accounts reached. The hashtag was utilized by top level influencers and media outlets such as CBC and Lennox Lewis. These messages were clear: Waterloo Region rallies to support young athletes.


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