Tourism Toronto campaign targeting UK and Mexico

Well-heeled international shoppers are being invited to spend their holidays here.

Yesterday, Tourism Toronto – partnering with the Ontario Tourism Marketing Partnership – announced two major international awareness campaigns presenting the city as a cosmopolitan, stylish destination for travelers from Mexico and the UK.

In Tourism Toronto’s most ambitious campaign to date, London rail commuters will be seeing dramatic imagery of the Toronto skyline scrolling on backlit posters at major rail stations. Meanwhile, the organization’s first significant consumer campaign aimed at Mexican tourists will include an eight-page insert in several high-circulation national Mexican newspapers. There will also be radio spots and posters in retail environments such as malls. Creative and media buying were handled in-house with input from local tour operators in each country.

The Mexican campaign is being complemented by the launch of a new Spanish-language website that includes a guide to assist visitors and tour operators in planning travel to Toronto. Earlier this year, Tourism Toronto introduced websites in Japanese, Korean and Chinese that have been visited more than 1.2 million times so far.

To further bolster presence, Tourism Toronto recently expanded its media relations program in the US and Mexico to raise Toronto’s profile as a top travel destination. Michelle Revuelta joined the organization this month as Toronto’s media representative in both those markets.

‘Toronto is the number one Canadian urban destination for travelers from both the UK and Mexico,’ says David Whitaker, Tourism Toronto’s president/CEO. ‘We are confident this next push will keep Toronto top-of-mind and increase international visitors to Toronto as we target high-value customers who stay longer and spend more when they travel.’