SOCIAL, ONLINE, EVENTS

TD BANK

CREATING BUZZ FROM A SILENT PARTNERSHIP

TD Bank sponsored NYC’s High Line. Yet almost no one knew it.

Thanks to strict rules around the sponsorship, TD could support one of New York’s most famous public spaces, but couldn’t really talk about it. Which creates a fairly obvious problem… What’s the point of a sponsorship if nobody knows you’re sponsoring it?

So, how do you turn a silent partnership into something people actually talk about?

You create a product from it.

The High Line is home to more than 500 species of plants and trees. So we created special beehives alongside its gardens, letting the bees turn all that flora into something uniquely High Line… Honey.

Then we bottled it and sold it at a one off event in the park, promoted across Facebook, Snapchat and Instagram and directly to press and influencers.

Thousands showed up, the honey sold out in under three hours, making it TD Bank’s most successful activation ever.