Capilano Suspension Bridge Park

Capilano Suspension Bridge Park engaged Front + Centre to design a campaign that would leverage the excitement surrounding Taylor Swift’s highly anticipated final stop on the Eras Tour in Vancouver.

With Vancouver buzzing in anticipation of the Eras Tour finale, every establishment was rolling out a Taylor Swift-themed experience, making it challenging to stand out in an already noisy space. In addition, with Capilano Suspension Bridge Park being located outside the downtown Vancouver core where the concert and majority of the events were happening, we needed to find a compelling incentive to entice local and visiting fans to make the trip out to the Park.

Our PR approach needed to create a once-in-a-lifetime activation that would capture media attention, engage Swifties and ultimately drive ticket sales for the park. 

Taylor Swift’s Eras Tour finale in Vancouver was a rare cultural moment that yielded organic opportunity for maximum visibility. Our strategy needed to lean into the excitement of this once-in-a-while event while carefully balancing ongoing efforts around Canyon Lights (the Park’s annual holiday light event). 

By blending cultural relevance with a highly visual/timely activation, we aimed to position the Park as a destination that delivers unforgettable experiences.

We first engaged the Park’s team to explore feasibility and potential of activating during the Eras Tour, recognizing the cultural significance for the entire city. With their enthusiasm, we collaborated on activation concepts that could cut through the noise and generate maximum buzz. 

The result? The Park’s annual Canyon Lights was transformed into a Taylor-inspired wonderland, with the iconic 450 feet long suspension bridge reimagined as a giant friendship bracelet complete with the letters FEARLESS hanging from the bridge. And that wasn’t all – there was live music, perfect photo moments, renames of the Park’s key areas, lyrical cues, a special Taylor-inspired food and drinks menu and more. 

To support this, we also designed a multi-pronged PR strategy that blended media relations and influencer engagements.

For media relations, we launched a tiered strategy, beginning with a strong announcement that shared key details, emphasizing how this event would be different while still remaining part of Canyon Lights – positioning it as the perfect experience for both holiday fans and Swifties alike. In the week leading up to the event, we supplemented coverage with high-resolution videos and photos, which were distributed to media, while also inviting them to witness and capture content firsthand on opening day.

To generate social chatter, we hosted a select group of influencers on opening night, positioning it as an exclusive invite to experience Canyon Lights – Taylor’s Version for themselves.