Heritage Toronto rides TTC with ‘First Impressions’ campaign
Sponsored by RBC Royal Bank, more than 800 heritage posters will take over public transit today.
From 18th century snippets about the best way to eat raccoon meat to modern day stories of immigration, Heritage Toronto wants to share the city’s diverse stories with as many people as possible. In collaboration with Toronto Arts Council, it hopes to do that with a new TTC poster campaign today that features 18 historical and contemporary artists and their first impressions of the city, set to appear through 2010.
Sponsored by RBC Royal Bank, about 800 executions developed by a designer from the Toronto Arts Council will be spread out onto subway cars, streetcars and buses featuring a headshot of an artist, a quote and corresponding photo. RBC put up the cost of the printing, says Peggy Mooney, executive director, Heritage Toronto, while CBS Outdoor, which handles media space on the TTC, gave them a charitable organization rate for the placements.
‘You have a bit of a captive audience because [people are] oftentimes left with nothing to read but the adverts. And so we thought that this was a great opportunity to tell some of Toronto’s stories that people aren’t as aware of; give them something to think about, something to smile about on their way to and from work,’ she tells MiC.
Artists that will be featured include author Pierre Berton, dancer and choreographer Lata Pada and diarist Elizabeth Simcoe, who wrote about eating raccoon meat, noting that it ‘was very fat and tasted like lamb if eaten with mint sauce.’
With the TTC campaign, Mooney hopes they will reach a younger audience that doesn’t normally indulge in Toronto’s rich history. ‘If we can attract younger people to know more about the city that would be great,’ she says.