Tourism Toronto has created a push which debuts in the United States to introduce tourists to the different views that define the destination.
Tourism Toronto has launched a marketing push to spotlight the sights and sounds of Canada’s Downtown. Titled The Views are Different Here, the video-based campaign introduces global travellers to the highlights which have made the city the most visited destination in the country.
As a promotional platform, the theme speaks to both the physical and open-minded views which define the place. Created with J. Walter Thompson, the exercise will premiere in the United States and serve as the foundation of Toronto’s marketing programmes in key markets worldwide.
Leading with a central new spot—newly shot and featuring originally composed music—the initiative will roll out online through the spring with additional themed videos and digital ads designed to reach consumers through sophisticated behavioural targeting planned by MEC Canada.
The video series was produced with post-production houses featuring real Torontonians. The song is an original track sampling of I Put a Spell on You composed by Toronto’s own Mike Wise and produced by Apollo Studios, with vocal performance by local poet and singer, Bethany Lee.
“Toronto is a truly unique city filled with spectacular views of architecture, neighbourhoods, culture, and the lake. The destination is also where you will discover a unique way of looking at the world,” said Andrew Weir, Executive Vice President and Chief Marketing Officer of Tourism Toronto.
Toronto has seen record tourism numbers for the past several years, driven by steady growth from key markets including the United States, United Kingdom, China, Germany, Japan, and Mexico.
To seize the strong wave of interest in Canada, the new campaign reinforces that Toronto is the vibrant, progressive, big city of Canada. Made possible by funding from the Destination Marketing Program by the Greater Toronto Hotel Association, it capitalises on the city’s tourism momentum.