Boston Pizza
Westin Harbour Castle & Mattamy Athletic Centre- Toronto, ON | 800 Guests | 2016

The Challenge
The making of a fan

With a celebrated 52 years carving out a distinct legacy in the Canadian Business landscape, Boston Pizza wanted to find a way to bring its valued Franchisees together in a contemporary setting to chart the course for the future of their business. BRANDLIVE created a 3-day multi-venue conference that was equal parts business strategy and celebratory fun, centered around their 2016 marketing tagline “We’ll Make You a Fan”.

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The Strategy
It’s not just business as usual

To inspire fandom, BRANDLIVE built anticipation towards the event by releasing a custom Save the Date video that revealed the Conference location, theme, and connection to sport. A registration website matched this theme and provided easy to access to teasers, information, and registration. This custom branding also shaped entire look and feel of each event space.

At the event, greeters dressed in team jerseys welcomed attendees, who were treated to room amenities that included the necessary makings of a fan- beer, snacks, and foam fingers. Swag in hand, conference goers enjoyed an Opening General Session staged as a live Sports broadcast, complete with Rogers SportsNet hosts Ken Reid and Evanka Osmak, 13+ custom video packages featuring Senior Boston Pizza leadership, and a live “Coach’s Corner” Q&A with President and CEO Mark Pacinda.

3 days of jam-packed programming included evening events that kicked off with a memorable Welcome Party, which celebrated foodie fans in the “ultimate house party” format complete with three custom themed rooms and corresponding menus. An awards evening hosted by comedian Brent Butt included entertainment, custom video content, as well as surprise appearances by local sports legends.  No fan experience is complete without a proper Tailgate. The Closing Night party was held at Toronto’s Mattamy Athletics Centre and featured headliners Serena Ryder and Big + Rich, along with gourmet twists on classic tailgate fare, games, activations, and beverages from partners Molson, Labatt, and Pepsi.

The Impact
You won’t leave feeling hungry

By taking the fundamentals of fandom and applying them to the Boston Pizza brand, BRANDLIVE successfully combined business planning and strategy with enthusiastic celebration. From little details to major headliners, attendees felt included and valued through the variety of engaging programming. Many commented that this format encouraged a wider range of meaningful networking opportunities that would benefit the company for years to come.