Downtown Fredericton recipient of 2016 Award of Excellence

October 21, 2016

Downtown Fredericton Inc. named recipient of a 2016 Award of Excellence by the International Downtown Association for the #LoveYourDowntown campaign.

During its 62nd Annual Conference and Tradeshow in Atlanta earlier this month, the International Downtown Association recognized Downtown Fredericton Inc. with the Downtown Achievement Award of Excellence for its work and initiatives related to the #LoveYourDowntown marketing campaign.

The Award of Excellence is a new category that acknowledges innovative best practice entries which were uniquely strong and therefore exceed traditional Certificate of Merit status. The week-long, multi-channel promotional campaign, executed in June 2015, was among 18 qualified entries in the category of Marketing and Communications. This category highlights plans or strategies that used print, electronic media, or multimedia efforts to promote downtown and further the value of city centers.

“We are honoured to have been recognized by the International Downtown Association in the new Award of Excellence category.  We are very proud of our thriving downtown, and the #LoveYourDowntown campaign gave us the opportunity to engage with a regional audience and show off what we have to offer.” said Matt Savage, President of Downtown Fredericton Inc.

“Downtown Fredericton Inc’s project received the IDA Award of Excellence for conducting innovative best practice work in the industry of urban place management,” said David Downey, IDA President and CEO. “The #LoveYourDowntown campaign is a shining example of excellent downtown management delivering real value to the city.”

The #LoveYourDowntown marketing campaign was created for Downtown Fredericton Inc by partner agency Ginger Design. “The campaign grew from our team’s love of the downtown and it is an honour to see it recognized internationally. Fredericton has been consistently proving itself on national and international stages and we are thrilled to see Downtown Fredericton Inc. continuing that trend. It fills me with a sense of pride in our downtown, our team, as well as the creativity and quality of work we are bringing our clientele.” said Andrew Bedford, CEO of Ginger Design Inc.

Components of the successful campaign included a video commercial designed for social sharing over Facebook and other platforms, as well as paid YouTube video advertising. The video highlighted why Downtown Fredericton is amazing and encouraged viewers to participate in a contest to win $1000 in Downtown Dollars. The #LoveYourDowntown hashtag was used across channels and in conjunction with daily themed messages during the week of the campaign.


About IDA

The International Downtown Association is the premier organization for urban place professionals who are shaping and activating dynamic city center districts. Its members are city builders and downtown champions who bring urban centers to life, bridging the gap between the public and private sectors. IDA is a resource center for ideas and innovative best practices in urban place management. For more information, visit