Partner and activation examples across Coca-Cola, Grey Goose, Smirnoff, DJ on Ice, Nuit Blanche, and more.
Case 03 ยท Partnerships, activations, and destination marketing
La Grande Roue de Montreal: turning a landmark into a partner-ready destination.
At La Grande Roue de Montreal, the work was not simply showing a beautiful wheel. It was rebuilding commercial confidence around a public place: packaging the attraction for partners, creating visitor moments people wanted to share, and making activations easier to sell and operate.
How to read the proof
The work was about turning attention into a usable commercial platform.
Instagram growth referenced in the case evidence, supported by social reporting material.
Event revenue growth referenced through commercial and event-planning context.
Site-improvement context connected to making the venue easier to host, sell, and experience.
The wheel already had visibility. The harder work was making that visibility useful for sponsors, visitors, ticketing partners, hospitality concepts, tourism media, and the team responsible for delivering the experience on the ground.
The situation
I served as Partnerships & Marketing Manager from July 2023 to February 2024 during a demanding moment for the attraction. The task was to restore confidence, strengthen the commercial structure, and position the wheel as a premier destination for local and international audiences.
What I contributed
I worked across stakeholder relationships, budgets, high-profile initiatives, partner proposals, supplier coordination, event concepts, digital marketing, social content, and the operational details that made campaigns possible in a real public venue.
What it shows
I can connect physical experiences with brand value: what a partner needs to believe, what a visitor should feel, what the team must coordinate, and how a campaign becomes something people can actually attend, buy, photograph, and remember.
The landmark in use.
The best proof here is visual: a landmark, visitor moments, seasonal activations, and the kind of social material that makes a venue easier to sell, activate, and remember.
A clean visitor-facing frame showing the attraction as an identifiable Montreal destination.
A branded pop-up context that makes the commercial value of the destination easier to understand.
Product-level detail helps show that the work was about commercial experience design, not only scenic photos.
Shows the attraction in use as a real public place with movement, scale, and visitor context.
A technical-tour frame that supports the partnership story: knowing the venue well enough to package it credibly.
These frames show the attraction as a real public experience; the next section adds presentation and reporting material that shows how the destination was packaged for partners and audiences.
The documents show how the attraction became sellable.
The decks and reports are not a checklist. They are the operating layer behind the public moments: audience proof, partner positioning, earned-media context, sponsor proposals, and the repeatable story that made the wheel easier to package.
The attraction translated into sponsor-facing value: visibility, audience, place, repeatable moments, and reasons to invest.
A tourism-facing proposal showing how the wheel could support travel, city discovery, and destination storytelling.
Social proof attached to reporting, so audience growth reads as part of the operating story, not a loose claim.
External destination context that helps explain why the wheel was useful beyond the site itself.
A cultural partnership direction built around how people experience, share, and soundtrack the city.
A premium hospitality proposal connecting the wheel's atmosphere with a partner-ready guest experience.
Only selected thumbnails are shown here; detailed partner and performance information stays summarized so the page remains public-safe.
The work became moments people could see, share, and buy.
These supporting visuals connect the evidence to the lived experience: romantic moments, partner activations, ticketing access, and seasonal programming. The point is not that the wheel looked good; it is that the attraction could carry different commercial stories without losing its public magic.
The wedding proposal you organized turned the venue into a shareable memory, with public proof from TikTok.
Grey Goose-style programming shows why the site was more than a backdrop: it could host premium, social, time-bound experiences.
The Fever partnership connects discovery, purchase, and visit planning to the same destination narrative.
Holiday moments such as Coca-Cola programming helped make the wheel feel active beyond a single summer visit.
@sandrasiroisofficiel J'assiste a une demande en mariage au Vieux-Port de Montreal et c'est trop cute. #demandeenmariage #weddingproposal #vieuxportmtl
Recovered social and activation frames from the Montreal site.
These local archive frames are more useful than generic beauty shots because they show the wheel as a public experience: a recognizable landmark, a social-media surface, and a place where seasonal programming could create visitor memory.
A recovered story frame showing the attraction as a branded, shareable destination asset.
The kind of clean venue frame that helps translate a physical attraction into social and tourism language.
A human frame showing why activations matter: they create moments people remember, photograph, and share.
Shows the site operating as an event platform, not only as a static landmark.
A quieter venue image that keeps the case grounded in a real public place and visitor environment.
Together, these frames make the La Grande Roue case feel more commercially real: public identity, visitor programming, social value, and destination atmosphere in one sequence.
Coca-Cola Holiday Caravan
Grey Goose activation
Fever ticketing partnership
DJ on Ice
Nuit Blanche
Spin With Pride
La Roche-Posay benefit context