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, the June 23, 2005 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.