The Client
Corso Italia is the home to the largest wave of Italian immigration in Canada's largest city and carries with it a proud heritage represented in the business community of retailers that makes up a unique retail and restaurant experience on St. Clair West in Toronto.

The Need
After experiencing a decline in economic fortunes in the mid 90s, Corso Italia has begun to rebound in recent years with an updated streetscape and a renewed enthusiasm and energy among retailers who want to see the community gain back its position as a well recognized home unique retail in Toronto.

Strategy
C2E created a new branding campaign founded in intercept and community based research was used to build a revitalized image for the community and create a foundation for ongoing outreach to consumers and media. The new brand, Coloro Che Sanno: Those in the Know; highlights the unique retail experiences found in the neighbourhood as represented in one of a kind products, owner operated service and attention to detail and truly authentic experiences of Italian and European Culture.

Results
The Coloro Che Sanno brand is gaining traction for Corso Italia among Toronto and GTA based consumers. The community has a new distinctive logo, a multi-layered street signage promotion that combined with streetscape improvement has helped to bring new energy and identity to the street. In addition the Corso Italia Business Improvement Assoiation has updated its website to embrace new branding and include a growing number of retail profiles that communicate the key brand elements of this hidden gem in Toronto retailing. In less than a year since rollout, Corso Italia has received increased recognition for its marketing efforts and in profiles of community retailers including coverage in The Globe and Mail, National Post, Shop Toronto, Sun TV and many more.