TORONT03 ALLIANCE CAMPAIGNS TO U.S. TOURISTS
By Adnews Staff
A new non-profit group called the Toront03 Alliance has begun an event-driven advertising and promotional campaign intended to lure American tourists to the city of Toronto this summer and fall. During the first wave of the campaign, called "Summer in the City," 30- and 60-second television ads will air in major markets in the northeast U.S. These ads, which will break today, feature musical group the Barenaked Ladies and actor Jason Priestly and promote upcoming Toronto events including the Molson Canadian Rocks for Toronto concert, Caribana and the Canadian National Exhibition. The ads, created by BBDO Canada, also direct viewers to the group's Web site at <http://www.toront03.com>. A second phase of the campaign will begin in August. Children of adults that buy Summer in the City travel packages will be admitted free at various Toronto-area attractions including the CNE, Casa Loma, Centreville, Ontario Place, the Ontario Science Centre, the Royal Ontario Museum, The Toronto Zoo and Paramount Canada's Wonderland. "We're focusing on U.S. families within driving distance of Toronto who have not yet firmed up their summer touring plans," said the group's CEO, Kevin Shea. "Americans may be staying close to home this summer, but our job is to convince them that Toronto is close, safe, reasonably priced and has amazing attractions that can be easily booked." The Toront03 Alliance is funded by the Government of Canada through Industry Canada, as well as by BMO Financial Group, CIBC, RBC Financial Group, Scotiabank Group, TD Bank Financial Group, Sears Canada and Holt Renfrew.