Brand Challenge: Decrease in player participation and lack of brand relevancy among those under the age of 35 (U35)

The Strategy: Establish a +3-year partnership with Maple Leaf Sports and Entertainment Group to drive relevancy and consideration among Toronto Maple Leafs and Toronto Raptors fans U35.

Business Objective: 

• Increase partnership awareness 

• Increase brand favorability & consideration 

Partnership Execution: 

• Seasonal campaigns inclusive of TV broadcast amplification 

• In-stadium take-over nights 

• Community events

• In-arena and broadcast assets

Breakthrough Results (as of 2024) 

Toronto Maple Leafs 

• 54% awareness among Leafs fans (vs 40% industry benchmark) 

• 31% net increase in favorability among Leafs fans (vs 30% industry benchmark) 

• 31% net increase in consideration with Leafs fans (vs 30%  industry benchmark) 

Toronto Raptors 

• 42% awareness among Raptors fans (vs 40% industry benchmark) 

• 41% net increase in favorability among Raptors fans (vs 30% industry benchmark)

• 37% net increase in consideration among Raptors fans (vs 30% industry benchmark)

The Challenge: Diminished relevance and low consideration of Hudson's Bay amongst Canadians A25-40. 

The Strategy: Establish a 4-year partnership with Toronto Raptors to drive cultural relevance for Hudson's Bay, while strengthen the company's commitment to accelerating racial equality for Black and Indigenous communities across Canada. Over the partnership term, Hudson's Bay to build equity in it's partnership designation, The Official Style Partner of The Toronto Raptors, in order to drive brand affinity and consideration with new audiences. 

Business Objective: 

• Increase style credibility and shift brand perception 

• Drive customer acquisition 

• Create community engagement and impact

Partnership Execution: 

• Seasonal campaigns 

• Player endorsements 

• Co-branded apparel collections 

• In-stadium take-over nights 

• Community events

• Broadcast brand placements 

• The Bay x Raptors walk-in tunnel

Breakthrough Results (2021-2023)

• +35% purchase consideration amongst engaged fans

• +54% brand favourability amongst engaged fans  

• +36% overall brand awareness 

• ~1.07B impressions (1.014B earned, 56.9M paid) during Year 2 alone

• 82% sentiment with community expressing their love and support for our partnership 

The Challenge: Diminished brand relevance and low consideration as a fashion destination. 

The Strategy: Hudson's Bay has establish a partnership with Toronto International Film Festival for over 10 years, owning the designation of Official Style Partner. This partnership enforces the brand's style credentials amongst new audiences while driving brand relevance. 

Business Objective: 

• Reinforce fashion authority positing 

• Drive brand affinity and relevancy  

• Create meaningful connections with new audiences  

2019-2022 Partnership Execution: 

• Festival street activation 

• Red carpet brand takeover 

• Live on the red carpet content series (inclusive of host dressing) 

• Influencer partnerships

• Earned media (custom content + celebrity red carpet coverage) 

Breakthrough Partnership Results: 

• +49M earned impressions (2019)

• 1.1M digital reach (2019) 

• Engaged with +1.3K TIFF attendees in 3 days (2022)