Cinnamon Toast NM

Voted “Best Convention Centre in the World” in 2020, the Shaw Centre is renowned for its conferences, events, and commitment to providing superior experiences to its clients and delegates. Having successfully navigated the global pandemic and now entering into the post-pandemic world, the Shaw Centre needed to make investments into its digital and traditional marketing strategies and broader recruitment efforts.

As such, CT was hired to design and deliver a revitalized website, a recruitment campaign, and updated photography and menu designs.

Quality customer service doesn’t exclusively prioritize the in-person experience, and instead accounts for all interactions — including those that occur online. Knowing this, CT’s team of creatives designed and delivered a modernized website to provide necessary information to events planners, exhibitors, and attendees in a streamlined manner.

Designed to be aesthetically pleasing, AODA compliant, and highly functional, the website was a necessary response to the increased competition within the events and hospitality industry. It shifts the Shaw Centre from an option to ‘thee’ premier events venue in the heart of Ottawa.

Due to the global pandemic, many events were forced into a state of standstill. Once stay at home orders and restrictions were lifted, a backlog of events emerged — demanding the Shaw Centre to pivot and amplify its recruitment efforts to service them. As such, the development of a recruitment strategy was tackled by CT’s team of creatives. The strategy, which invited those seeking flexibility and career advancement to ‘put the awe in Shaw’, highlights the many benefits of working for the Centre.

It emphasized the delivery of short-form video ads to engage hospitality students and workers in making their mark at the notable events happening in Ottawa. Complemented by modern visuals and photography which was also reflected across menu designs, the recruitment strategy is helping the Shaw Centre meet its service delivery goals.