FUSE Create Tells a Rejuvenation Story for The Confederation Centre of the Arts

The Confederation Centre of the Arts in Charlottetown, PEI, is embarking on a transformative campaign to engage and build brand equity with culturally engaged audiences across Canada. The organisation has tapped indie agency FUSE Create, based in Toronto, to launch their first national awareness campaign to rebuild awareness of the Centre and to best tell their story of rejuvenation. 

Situated at the historic heart of Canada's confederation, the Centre is a pivotal hub for dialogue, storytelling, and artistic innovation, exploring Canada's narrative from its origins to the present. To tell that narrative, FUSE Create launched “Where Canada Connects”, a campaign that uses Venn diagrams to help illustrate the topics Canadians connect (or in some cases disconnect) on - a simple visual shorthand to represent the areas of intersection the Confederation Centre supports. The goal is to spark engagement, ignite interest, establish relevance, and enhance visibility, laying the groundwork for a new learning institute that reinforces the Centre’s role as a national convention for cultural convergence and conversation.

“We’d heard from others that FUSE Create was great to work with, and they delivered right from the start. They brought their whole team to understand our organisation and our goals, and after an enthusiastic creative process, they nailed it.” said Steve Bellamy, CEO of Confederation Centre of the Arts. “Now is the time to invite Canadians and visitors to connect through the arts and discussion, about the origins and evolution of Canada.”  

“People are naturally drawn to stories and discussions that shape their understanding of the world, their country, and their place in it,” said FUSE ECD & SVP Steve Miller. “Confederation Centre of the Arts stands at the birthplace of Canada, and serves as a pivotal forum where art, national discourse, and cultural diversity all come together – much like in this campaign.”

The campaign launches on March 4 across the Centre’s social media channels, website, and in print, plus a full national media plan via OOH and OLV, with anima-on help from The Faculty. This first launch leads up to a dona-on campaign planned for later in the year to help fund the new learning institute, an extension of the current Centre and a place for further learning, discourse, and connections.