BRAND ARCHITECTURE, TBWA TO DEVELOP TORONTO BRAND STRATEGY
By Adnews Staff
The City of Toronto, Tourism Toronto, the Ontario Ministry of Tourism and Recreations and the Toront03 Alliance have hired Brand Architecture International and TBWA of Toronto to develop a brand strategy for Toronto. The agency search began in April. About 60 agencies expressed interest in the project and 22 requests for qualifications were submitted. Seven of these agencies made a shortlist. The project will be divided into three phases. The first will develop a brand strategy for the city. The second phase will develop a brand identity for Toronto, including a logo and tagline. The third phase will develop a set of brand management guidelines. The process is expected to be complete by late 2004 and implemented early next year.