Toronto was seeking to reinvigorate the city’s reputation among U.S. media and consumers and position itself as a “capital of cool” with hotel, arts and cultural, dinning and nightlife offerings.
Understand the city’s current positioning and perceptions among media and consumers, and generate content, including editorial placements, supporting Toronto’s emergence as a “hot spot” for urban experience seekers from targeted cities in the U.S. and nationally.
- Hosted 67 media to experience Toronto firsthand generating stories focused on new hotel and restaurant openings, dinning and cocktail trends and citywide arts and culture events.
- Editorial placements – including Architectural Digest’s “Toronto Rising,” Delta Sky’s “1 City 5 Ways: Toronto,” Metro Newspapers syndicated “Into Toronto,” National Geographic Traveler’s “Toronto’s Urban Cool,” New York Post’s “Toronto’s in the Groove,” New York Times “36 Hours: Toronto,” Travel + Leisure’s “Toronto Lights Up” and Wall Street Journal’s “Insider’s Guide to Toronto” – reached more than 508 million consumers in 36 months, valued at more than $5.6 million.
- U.S. visitor arrivals grew for four consecutive years, tallying a record-high in 2014.