Tourism campaign touts Toronto’s diversity

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The views are different here in “Canada’s downtown,” proclaims a new campaign from Tourism Toronto.

Just released on Monday morning, the ad spot features ballet dancers riding the TTC, a kid flipping his bat like José Bautista, the vibrant energy of Chinatown, a Raptors game, a Drake concert and Pride weekend — all crammed in to just over a minute.

Andrew Weir, executive vice president and chief marketing officer for Tourism Toronto, says the new campaign taps into the city’s growing “civic swagger.”

The city’s multiculturalism is on full display in the ad, which also features LGBT couples and the catchphrase, “All flavours are welcome” — conscious choices that Weir says are meant to reflect Toronto’s “idealism and diversity.”

The spot was developed in partnership with marketing powerhouse J. Walter Thompson and a variety of Toronto-based actors, models and post-production houses.

Geared towards international travellers, the campaign is launching first in the American market.

Soberman says the vibe could appeal to a younger American demographic, thanks to familiar imagery like Blue Jays right fielder José Bautista’s meme-inducing 2015 bat flip.

“That’s who the message is going to resonate with,” he says. “Not the people voting for Donald Trump.

The campaign comes at a time of booming tourism in Toronto.

While Weir says the final 2016 tourism numbers are still being tallied by Tourism Toronto, the city was on track to top 2015’s record-setting 14 million overnight visitors, thanks to steady growth from the key markets like the U.S., the U.K., China, Germany, Japan and Mexico.

Funded by the Greater Toronto Hotel Association’s Destination Marketing Program, the international marketing efforts will roll out online through the spring with more videos and digital ads, reaching consumers through “sophisticated behavioural targeting,” says Tourism Toronto in a press release. – CINEWS

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