Tourism Toronto begins winter campaign
By Adnews Staff
Tourism Toronto broke a winter campaign called "Get to Toronto" yesterday. The $2.3 million campaign will run until April 15 in Montreal, 10 Ontario cities, four US border cities and the UK. The aim is to attract tourists from these regions to Toronto during the traditionally slow winter season. The campaign touts the city's arts, culture, restaurants, shopping and hotels. Tourism Toronto, along with the Ontario Tourism Marketing Partnership Corporation, the Canadian Tourism Commission and Air Canada, has created a 30-second television commercial for the UK. The commercial will break on Feb. 7 and run for three alternate weeks. The ad is a follow-up to a 16-page supplement that ran in the Sunday London Times last October, supported by a newspaper campaign and radio promotion. Another aspect of the campaign is the promotion of an April culinary event called Bon Appétit's Master Chef Series. During this series, Toronto will host a group of celebrity chefs, food editors, local chefs and food enthusiasts. The program will be promoted with an eight-page supplement in the April issue of Bon Appétit magazine. The campaign in Ontario, Montreal and the state of New York consists of radio advertising and promotions programs. In each region, three prizes will be given away. The prizes will include transportation to Toronto from VIA Rail or Air Canada, two nights hotel accommodations and admission to a number of Toronto attractions. Approximately one million copies of a 42-page "Winter Passport" will be inserted in daily newspapers in targeted cities. The passport will offer information on Toronto winter attractions, events, dining and shopping options. It will also contain coupons and special offers from Toronto hotels, restaurants, retailers and entertainment venues. A web-based contest is also being conducted at <http://www.get2toronto.com>.