The National Arts Centre was entering one of the most significant periods in its near 50-year history, highlighted by Canada's 150th anniversary, the Canada Scene Festival and a major architectural rejuvenation. Together, we set the stage for a celebration like no other.

Building on the organization's Canada is our stage vision, we developed the Be Here concept to capture the excitement of the moment and position the bright new NAC as a destination for world-class arts, culture and community that is open and welcoming to all.

The campaign leveraged Ottawa Tourism, national publications, an influencer program to extend its reach to key outside markets, and combined experiential, OOH, print, digital and social media tactics to help bring traffic to the NAC — on Canada Day 2017 and beyond.