Campaign aims to draw shoppers Uptown despite construction

A new marketing campaign is aimed at Christmas shoppers who might opt to skip the trip to Uptown Waterloo because of the ongoing ION light rail transit construction. 

The Region and the Uptown Waterloo Business Improvement Area have launched the ION/Uptown Challenge. 

The five-week marketing campaign looks to convince shoppers to brave road closures and construction zones to shop and dine uptown. 

It asks people to snap a selfie while holding an item with the ION brand in front of any Uptown shop for a chance to win gift certificates to Uptown businesses.

Participants will also need to tag the photo with one of these keywords: live, work, learn, play or shop.

"The big bad word construction, you know, we've got to say it," said Patti Brooks, the executive director of the neighbourhood BIA. "It's difficult and it's challenging and this particular initiative is the first of what we hope are many partnerships with the region in terms of bringing people into Uptown Waterloo." 

Right now, there are traffic delays in Uptown because of construction.​

"It's absolutely disruptive to the businesses along Caroline Street. As well to the businesses in other areas of Uptown Waterloo because although they're not physically impacted by the construction the traffic patterns are definitely impacted through out the core," said Brooks. 

The BIA is working with the region to ensure clear signage and ample parking is available for customers.