Starting on November 14, Taylor Swift is playing six shows at Toronto’s Rogers Centre as part of her Eras Tour, which will also hit Vancouver in December.

To anyone in either city with a pulse, this is not news. The concert is having such a profound impact that Destination Toronto is even (temporarily) renaming city streets in her honour – 22 ceremonial street signs, which read “Taylor Swift Way,” will mark an honorary route connecting Nathan Phillips Square to the Rogers Centre for the month of November. After the show leaves town, the 22 signs will be auctioned off in support of Daily Bread Food Bank. Rogers will match whatever is raised, up to $113,000.

Toronto has predicted that over the ten days the singer is in town, the city will bring in as much as $287 million thanks to the tour. With all that cash moving around, it’s no wonder brands want to get in on the action, some officially and some not.

Rogers presents

As the presenting sponsor of the Eras Tour in Canada, Rogers is everywhere, including on a slew of DOOH signs in Union Station. During the concert, the arena will have Rogers-branded charging stations. But the telecommunication giant’s real push is with the “13 Days of Taylor Giveaways.” Starting on Nov. 1, Rogers is giving out a pair of tickets daily to one of the sold-out shows.

“Taylor’s impact on every city she visits is unmatched, and we’re thrilled to give Canada’s most dedicated Swifties another chance to be part of it,” said Terrie Tweddle, chief brand and communications officer, Rogers.

Toronto’s Version: Taylgate ’24

Toronto’s Version is an all-ages fan event for Canadians to gather and celebrate all things Swift by singing, dancing, making bracelets, and interacting with brands, including 11 local businesses in the Vendor’s Village.

The event has also partnered with larger brands: Campbell’s is supplying snacks, craft store Michael’s is providing beads for the bracelet-making station, Fujifilm has sponsored a photo opportunity, and M.A.C. Beauty Bars will be around for makeup touch-ups.

Destination Toronto

The non-profit dedicated to supporting tourism in Toronto launched an entire content hub dedicated to helping visiting Swifties find hotels, food, shopping and other attractions while they are in town. It has also organized a scavenger hunt featuring 13 iconic spots across the city—each tied to a song from Taylor Swift’s eras.

Willful 

The connection between Taylor Swift and end-of-life planning may not seem immediately clear, never-the-less tech startup Willful is still looking to capitalize off of the Swiftie-buzz with a series of OOH ads in the TTC subway system, via the Pattison Outdoor Network, as well as paid social and display ads.

The campaign uses famous Swift lyrics to encourage millennials (presumably) to make a will. For example, one reads “Leave a legacy, not Bad Blood.” Get it?

Pluto TV 

Thinking ahead, Pluto TV bought up the OOH inventory around the Rogers Centre and BC Place back in the spring. Now, they are using the locations near the Eras Tour’s venues to promote it’s FAST service. Using Swift lyrics as inspiration, the brand has put a Swiftian spin on its “Stream now. Pay never.” tagline.

According to the brand, this OOH activation also coincides with a larger OOH buy as part of Pluto TV’s national multimedia “Proud Potato” campaign. The media buy was facilitated by Wavemaker.