Award-winning PR agency Chimera Collective has been named the Canadian PR agency of record for Toronto’s Lassonde Art Trail (LAT), a free, open-air contemporary art destination opening in 2026. This partnership brings together Chimera’s strategic marketing and storytelling expertise with the LAT team’s bold vision to reimagine how public art can engage audiences, build place identity, and drive cultural tourism.

Situated on the extraordinary site of the new Ookwemin Minising island in the Toronto harbour archipelago, the Lassonde Art Trail is a winding 4.2km path through 15 interconnected public art sites, featuring outdoor installations by established and emerging Canadian and international artists. Designed to attract visitors and spark meaningful interactions with the landscape and community, the Art Trail will function as both a cultural experience and a powerful storytelling platform for regional identity and environmental stewardship.

Chimera Collective will lead on national earned media, influencer engagement, and broader communications strategy with the goal of building anticipation across consumer, travel, and cultural audiences while delivering measurable impact for tourism partners, sponsors, and the creative economy.

“LAT represents everything today’s audiences are looking for: immersive, shareable, purpose-driven experiences,” said Courtney Khimji, Founder and CEO of Chimera Collective. “It’s an honour to help shape the narrative of such an ambitious project that will blend culture, community, and creative innovation in the heart of Toronto.”

With a full-funnel communications strategy underway, LAT is positioned to become a marquee campaign in experiential marketing and cultural placemaking.

Pictured: Ookwemin Minising island render, courtesy Waterfront Toronto / Norm Li AG+I