Digital Media Campaign & Community Engagement

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.

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 www.werally2021.ca 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.

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.