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FutureMayor
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New Toronto Brand: "City of Unlimited Possibilities&quo
Engage Your Imagination in a City of Unlimited Possibilities
Introducing Toronto Unlimited - A Dynamic New Brand for Toronto
TORONTO, June 23 /CNW/ - Torontonians and visitors have spoken - they say
Toronto is a city of imagination that celebrates humanity and embraces
individuality, while providing unparalleled economic opportunities. How they
view Toronto led to today's unveiling of a single brand identity for the city
as 'Toronto Unlimited', a premier destination for global travel and business
investment.
For the Toronto Branding Project, today's announcement at the Historic
Distillery District was the culmination of a 13-month process with over 4,500
local survey responses and 230-plus in-depth interviews and roundtable
discussions with key brand stakeholders (leaders in the leisure and consumer
travel and convention business, as well as academics and public sector
organizations). In addition, 14 focus groups were conducted in Canada, the
U.S. and the U.K.
The Toronto Branding Project is a partnership initiative of Tourism
Toronto - the Toronto Convention and Visitors Association; the City of
Toronto; the Ontario Ministry of Tourism and Recreation; and the Toronto City
Summit Alliance, a coalition of Toronto civic leaders. Together, the partners
have outlined a common agenda and plan for Toronto Unlimited.
"We are unveiling a fresh new way of expressing that special Toronto
quality that vacationers and convention-goers from around the world find so
attractive," said Ontario Tourism and Recreation Minister Jim Bradley. "The
possibilities here in Toronto truly are unlimited."
A total of $4 million was invested in the project to cover consumer
research, brand development and the launch of marketing efforts. The initial
investment of $2 million from Tourism Toronto's Destination Marketing Fee was
combined with contributions of $1 million from the Province of Ontario,
$500,000 from the Federal Government and $500,000 from the Toronto City Summit
Alliance's corporate partners.
"Whether it's in film, biotechnology, meetings and conventions, or
tourism, it's time for Toronto to show how much it has to offer," said Mayor
David Miller. "We are a financial and cultural leader, and thanks to these
direct consultations, we are finally ready to tell that story, both within our
city, and around the world."
Toronto is already a creative city: its competitors are such major cities
as Chicago, Milan and Barcelona. Toronto is experiencing a cultural building
boom that includes large capital projects such as a new home for the Toronto
International Film Festival; revitalization initiatives underway at the Royal
Ontario Museum and the Art Gallery of Ontario; and construction of the Four
Seasons Performing Arts Centre, the new home of the National Ballet of Canada
and the Canadian Opera Company.
"Toronto is thriving again because of initiatives like Toronto Unlimited
where the private sector can work hand-in-hand with the Federal Government,
the Province and the City of Toronto and Tourism Toronto," said David Pecaut,
Chair of the Toronto City Summit Alliance. "This city has captured the hearts
and imaginations of millions of aspiring immigrants who made Toronto their
home, and now we have the opportunity to make Toronto a must-see destination
for visitors around the world."
As the Toronto tourism industry leader for marketing, Tourism Toronto
also unveiled the Toronto Stories Campaign as part of its 2005 consumer
campaign to help tell Toronto's story to visitors internationally. The first
two Toronto "storytellers" sharing their personal connection and experiences
of Toronto will be internationally renowned architect Frank Gehry and Paul
Shaffer, David Letterman's musical director for over 20 years. The Toronto
Stories Campaign will target the key tourist markets of New York, Chicago and
Washington, D.C. Full-page colour advertisements will appear in the Sunday
travel sections of major daily newspapers and transit and outdoor advertising
will run throughout the summer.
"Toronto Unlimited is the story of our city. It is also the story of the
creative and imaginative energies of our people that create the experiences
visitors come here to enjoy," said Bruce MacMillan, President & CEO, Tourism
Toronto. "We have a collective responsibility to sustain and enrich the
Toronto experience. Action, after all, speaks louder than words, or for that
matter, logos and taglines. That's why the ultimate storytellers of the
Toronto brand must be Torontonians."
"Toronto consistently surprises visitors with our global attitudes that
inspire visitors to think about how a 21st century creative city can expand
their own perspectives and transform them," said MacMillan.
In addition to the principal Toronto Unlimited logo, five icons born out
of the stylized T.O. mark were unveiled and will be used in future marketing
campaigns. The icons represent music, food, film, festivals and the arts which
are the mainstay of our creativity. The icons will soon begin to appear
throughout the city in subway stations, transit shelters and print
advertisements.
"In our experience, brands are best built from the inside-out. In the
case of Toronto, that meant starting with the people - Torontonians - who make
the Toronto experience everything that it is and that it can be," said Adam
Stagliano, President and Founding Partner of Brand Architecture International,
the global branding firm that partnered with TBWA Toronto on this initiative.
"Our task was not to impose a position on the city, but rather to reveal the
true essence of Toronto."
All partners will use the brand moving forward in marketing and
communication messaging, as well as in any ongoing destination product
development efforts. The brand strategy will be sustained over the long-term,
and will continue to develop. For more information about Toronto's new brand,
please visit www.torontounlimited.ca.
UH YEAH?
Louroz
Engage Your Imagination in a City of Unlimited Possibilities
Introducing Toronto Unlimited - A Dynamic New Brand for Toronto
TORONTO, June 23 /CNW/ - Torontonians and visitors have spoken - they say
Toronto is a city of imagination that celebrates humanity and embraces
individuality, while providing unparalleled economic opportunities. How they
view Toronto led to today's unveiling of a single brand identity for the city
as 'Toronto Unlimited', a premier destination for global travel and business
investment.
For the Toronto Branding Project, today's announcement at the Historic
Distillery District was the culmination of a 13-month process with over 4,500
local survey responses and 230-plus in-depth interviews and roundtable
discussions with key brand stakeholders (leaders in the leisure and consumer
travel and convention business, as well as academics and public sector
organizations). In addition, 14 focus groups were conducted in Canada, the
U.S. and the U.K.
The Toronto Branding Project is a partnership initiative of Tourism
Toronto - the Toronto Convention and Visitors Association; the City of
Toronto; the Ontario Ministry of Tourism and Recreation; and the Toronto City
Summit Alliance, a coalition of Toronto civic leaders. Together, the partners
have outlined a common agenda and plan for Toronto Unlimited.
"We are unveiling a fresh new way of expressing that special Toronto
quality that vacationers and convention-goers from around the world find so
attractive," said Ontario Tourism and Recreation Minister Jim Bradley. "The
possibilities here in Toronto truly are unlimited."
A total of $4 million was invested in the project to cover consumer
research, brand development and the launch of marketing efforts. The initial
investment of $2 million from Tourism Toronto's Destination Marketing Fee was
combined with contributions of $1 million from the Province of Ontario,
$500,000 from the Federal Government and $500,000 from the Toronto City Summit
Alliance's corporate partners.
"Whether it's in film, biotechnology, meetings and conventions, or
tourism, it's time for Toronto to show how much it has to offer," said Mayor
David Miller. "We are a financial and cultural leader, and thanks to these
direct consultations, we are finally ready to tell that story, both within our
city, and around the world."
Toronto is already a creative city: its competitors are such major cities
as Chicago, Milan and Barcelona. Toronto is experiencing a cultural building
boom that includes large capital projects such as a new home for the Toronto
International Film Festival; revitalization initiatives underway at the Royal
Ontario Museum and the Art Gallery of Ontario; and construction of the Four
Seasons Performing Arts Centre, the new home of the National Ballet of Canada
and the Canadian Opera Company.
"Toronto is thriving again because of initiatives like Toronto Unlimited
where the private sector can work hand-in-hand with the Federal Government,
the Province and the City of Toronto and Tourism Toronto," said David Pecaut,
Chair of the Toronto City Summit Alliance. "This city has captured the hearts
and imaginations of millions of aspiring immigrants who made Toronto their
home, and now we have the opportunity to make Toronto a must-see destination
for visitors around the world."
As the Toronto tourism industry leader for marketing, Tourism Toronto
also unveiled the Toronto Stories Campaign as part of its 2005 consumer
campaign to help tell Toronto's story to visitors internationally. The first
two Toronto "storytellers" sharing their personal connection and experiences
of Toronto will be internationally renowned architect Frank Gehry and Paul
Shaffer, David Letterman's musical director for over 20 years. The Toronto
Stories Campaign will target the key tourist markets of New York, Chicago and
Washington, D.C. Full-page colour advertisements will appear in the Sunday
travel sections of major daily newspapers and transit and outdoor advertising
will run throughout the summer.
"Toronto Unlimited is the story of our city. It is also the story of the
creative and imaginative energies of our people that create the experiences
visitors come here to enjoy," said Bruce MacMillan, President & CEO, Tourism
Toronto. "We have a collective responsibility to sustain and enrich the
Toronto experience. Action, after all, speaks louder than words, or for that
matter, logos and taglines. That's why the ultimate storytellers of the
Toronto brand must be Torontonians."
"Toronto consistently surprises visitors with our global attitudes that
inspire visitors to think about how a 21st century creative city can expand
their own perspectives and transform them," said MacMillan.
In addition to the principal Toronto Unlimited logo, five icons born out
of the stylized T.O. mark were unveiled and will be used in future marketing
campaigns. The icons represent music, food, film, festivals and the arts which
are the mainstay of our creativity. The icons will soon begin to appear
throughout the city in subway stations, transit shelters and print
advertisements.
"In our experience, brands are best built from the inside-out. In the
case of Toronto, that meant starting with the people - Torontonians - who make
the Toronto experience everything that it is and that it can be," said Adam
Stagliano, President and Founding Partner of Brand Architecture International,
the global branding firm that partnered with TBWA Toronto on this initiative.
"Our task was not to impose a position on the city, but rather to reveal the
true essence of Toronto."
All partners will use the brand moving forward in marketing and
communication messaging, as well as in any ongoing destination product
development efforts. The brand strategy will be sustained over the long-term,
and will continue to develop. For more information about Toronto's new brand,
please visit www.torontounlimited.ca.
UH YEAH?
Louroz
