Earth Day Campaign



Blue Door was selected in 2017 as the Vendor of Record for Toronto Parking Authority and Bike Share Toronto. As part of our first mandate together, we were tasked with developing a partnership to highlight Earth Day. Blue Door leveraged our relationship with long-time client, Longo’s, to develop an interactive campaign on Earth Day offering $1.00 rides on Earth Day. The partnership was a big success and highlighted both organizations’ commitment to sustainability.

The Goal

The objective of the campaign was to highlight Bike Share as an environmentally friendly way to get around the city including for routine errands like grocery shopping and getting to work or school. We worked to garner earned media coverage with a major broadcaster for Earth Day special coverage and to see an increase in ridership over Earth Day 2022.

The Approach

This campaign was fully integrated and included creative development across multiple platforms: Social Media, Digital Advertising, Email Marketing, Website Integration, Media Relations, Event Listings.


The Earth Day campaign successfully generated exceptional results, with an impressive 81.7% increase in ridership when compared to the prior Earth Day. There was also, a remarkable 71.6% surge in net new users, and a 367.8% boost in single day passes for Bike Share Toronto. We also secured a 5-minute segment on major broadcaster, Cp24, about the partnership with Longo’s and how people can involved.

Today, Blue Door continues to represent Bike Share and Longo’s and supports both with overarching marketing support and campaigns.


Increase in ridership when compared to the prior Earth Day.


Pieces of earned coverage secured across digital and broadcast news.