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Toronto Public Library hires LP/AD

The Toronto Public Library has retained LP/AD to develop an awareness campaign intended to encourage consumers to resume library usage. The initiative seeks to highlights the services and programs offered by the library that can help residents of the city “read, learn, create and connect.” The campaign uses the tagline, “TPL opens doors.” It is running in Toronto and consists of out-of-home, transit, print and digital advertising, as well as in-brand materials. The campaign will run until the end of the year. The “We Open Doors” theme will also be used in upcoming 2023 campaigns.

“We wanted people to get excited about their library,” said Sasha Zaprudska, managing director of LP/AD. “The more people know about their library, that it’s a place to learn to code, improve your resume, trace your family tree, meet best-selling authors, have your business plan critiqued, print 3D model prototypes, or just to be alone together in a welcoming space, the better and more successful all our communities will become. The opportunity to help spread that message across the city is the type of impactful work agencies live to do.”

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