TedxToronto has never had problems selling tickets (organizers turn people away every year), but it does want to expand the reach of the event online and to different sectors of the city. That’s why organizers have enlisted the pro bono help of Rethink Canada to create the campaign for its Oct. 26 event.

Jodi Brown, marketing director, TedxToronto, tells MiC the event’s campaign uses all in-kind media, with plans to include print and radio ads as well as hopefully OOH and TV placements.

She also says she has given Rethink the task of coming up with low cost and demographic expanding ideas similar to the ones organizers of TedxBuenos Aires who invited cab drivers and hair dressers to the talks to help spread the word to clients.

In addition to Ted’s ongoing theme of “Ideas Worth Spreading”, the premise for this year’s conference is “Alchemy”, taking ordinary elements and turning them into something magical, says Brown. It takes place on Friday Oct. 26 at the Sony Centre for the Performing Arts.