Wakeham & Associates Marketing, Inc. was retained by the former Hummingbird Centre for the Performing Arts to conduct a sales campaign for the naming rights for the venue. With the departure of the Canadian Opera Company and the National Ballet as lead tenants of the venue, the Hummingbird Centre was preparing to undergo a significant renovation and re-branding. The newly re-launched venue will be positioned as the home of the next generation of creative expression, reflecting Canada’s multicultural reality. It will become the preferred venue for live music presentations, and will actively promote international cultural activities.