Toronto Tourism targets the young and affluent south of the border

The tourism association is wooing Uncle Sam's lifestyle crowd through tailored advertorials in print and content integrations online.

Toronto Tourism is launching a print and online campaign this summer to attract affluent Americans northward to the Big Smoke. Through its media agencies MediaVest (for print) and (for digital), the tourism association is drawing on Toronto-based ad network Boxer B-Scene Media and its roster of lifestyle mags and websites to spread its message.

The campaign’s print elements, which are running in July issues of Esquire, Inc., Harper’s Bazaar, Town & Country, Fast Company and Men’s Health, will feature special section advertorials individually designed to appeal to each publication’s readership. ‘Esquire was a little bit more artsy, Town & Country was a little more food and dining, Harper’s Bazaar was more fashion and Men’s Health was more active,’ says Boxer B-Scene Media managing partner, Mark Boxer, of the ads.

The online portion of the campaign, also through Boxer’s ad network, features both traditional online ads as well as content-integrated programs through July on the Glam Media network,,, and The combined reach of the online media buy is about 18 million UVs a month according to comScore data. ‘It was about surrounding the ads with like-minded editorial,’ says Boxer of the content integration strategy: Like the campaign’s print counterpart, the online integrations were designed to highlight different aspects of Toronto according to content affinities within each existing site. ‘It was all designed to increase engagement and traffic,’ explains Boxer, ‘and to get people to click to Air Canada and Tourism Toronto URLs.’