Case Study

Tourism Toronto: Spotlighting Canada’s Urban Cool



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.

Services Provided


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.

DCI supports our team by working directly with hundreds of media who represent local, regional, and national outlets in the U.S., developing detailed and tailored pitches, securing often complicated media assignments, and hosting media in Toronto to introduce them to our destination. This in turn delivers a strong return on investment for our city. Michelle Revuelta, Media Relations Director, Tourism Toronto


  • 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.

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