Canada’s most award-winning agency appointed to lead communications for Toronto’s largest park in a generation – a landmark chapter in the Port Lands transformation
Strategic Objectives has been selected by Waterfront Toronto through a competitive procurement process to lead integrated communications for the much-anticipated opening of a significant new section of Biidaasige Park.
Opening this summer on Toronto’s eastern waterfront, the newest section of Biidaasige Park (pronounced “Bee-daw-sih-geh”), meaning “sunlight shining toward us” in Anishinaabewomin, represents a major milestone in what is one of North America’s most ambitious waterfront revitalization projects.
Located on Toronto’s newest island, Ookwemin Minising (pronounced “Oh-kway-min Min-ih-sing”), meaning “place of the black cherry trees,” the expansion adds 10 acres to Toronto’s largest park in a generation, introducing new waterfront gathering spaces, Canoe Cove, the western extension of the Lassonde art Trail, and panoramic views across Lake Ontario and the city skyline.
Years in the Making
Biidaasige Park is part of Toronto’s broader Port Lands transformation, a $1.4-billion tri-government investment reshaping the city’s eastern waterfront and attracting international attention as a model for climate adaptation and urban revitalization. The newest chapter reflects years of collaboration between Indigenous partners, three levels of government, local communities, artists, environmental experts, engineers, and project stakeholders.
Strategic Objectives is providing strategic communications counsel, media relations, stakeholder engagement support, and launch event coordination to help introduce the newest section of Biidaasige Park and the broader waterfront transformation to local, national, and international audiences.
“This moment is about far more than opening a new section of Biidaasige Park,” says Adriana Lurz, president & partner, Strategic Objectives. “It’s about helping people understand the vision, partnerships, and perseverance that transformed industrial land into one of Toronto’s most remarkable public spaces – a legacy that will serve communities for generations.”
“Biidaasige Park is a remarkable project because it means something different to everybody,” says Sadie Tory, vice president, Strategic Objectives. “For some, it’s an extraordinary new addition to Toronto’s waterfront. For others, it might be a feat of climate resilience, a cultural destination in the making, a new way to experience the waterfront, or even a symbol of what’s possible when governments and communities work together. Our role is to help people see themselves in the story, and understand what this project means for the future of Toronto’s waterfront.”
Shared Vision for the Waterfront
“We were looking for a communications partner to help bring the many dimensions of our story together – from the park itself to the unprecedented transformation taking place across Toronto’s waterfront,” says Emily Campbell, senior vice president, strategic
communications & public engagement, Waterfront Toronto. “Strategic Objectives brought creative ideas, strong strategic thinking, and a clear understanding of the audiences we need to reach.”
As Toronto prepares to welcome visitors to its largest park in a generation, Strategic Objectives is proud to help tell the story behind the next chapter in Toronto’s evolving waterfront story.