Chinatown BIA | Social Media Management, Community Outreach & Event Planning

SPECTRE was retained by the Toronto Chinatown Business Improvement Area (CBIA) to help with social media management, community outreach and event planning for the 2019 Toronto Chinatown Festival (TCF19). The TCF19 was held on the weekend of August 17 and 18, 2019 under the thematic of the 12 Chinese zodiac to celebrate the longstanding history and rich heritage of Toronto Chinatown.

THE MANDATE: To increase brand visibility of the TCF19 on social media platforms and reach out to a more diverse and broader audience. 


  • Outreach to Toronto-based food digital storytellers to create cross-promotional and user-generated content to promote the local businesses in Toronto Chinatown before the festival.

  • Management of the CBIA website to ensure that accurate and up-to-date information was published leading up to the TCF19.

  • Create original content with regular posting and engagement on CBIA social media accounts including Facebook, Instagram and Twitter.

  • SPECTRE worked on rallying a number of local businesses in the community to create a cross-promotional campaign to highlight the TCF19.

  • Handled media relations with local and national media outlets such as CBC, Globe and Mail, CTV, BT Toronto, DailyHiveToronto, ViewTheVibe, and BlogTo for media coverage.

  • Co-hosted the 2019 Toronto Chinatown Festival Press Conference in English.

  • Collaborated with multiple event planners in handling the logistics, stakeholder relations, outreach and promotions. 


  • From successful social media management, SPECTRE has helped generate a growth in reach of 158% on Facebook, 200% on Instagram and an increase of 378% in traffic on the website from the months of July to August 2019.

  • The event was attended by politicians from all three levels of government, sponsors, community partners, media, content creators and a large number of festival goers in the span of two days.

  • The 2019 Toronto Chinatown Festival was featured by local and national media outlets including the DailyHiveToronto, ViewTheVibe and CBC.

©2019 by SPECTRE Agency