Toronto’s Challenge: Compete with global cities like New York, London, Paris.
What comes to mind on the global scale when you hear “Toronto”? Safe (boring), polite (pushovers), and (xx).
These traits sound nice in theory, but aren't desirable for young travelers seeking more. Toronto risks feeling like a lackluster backup plan, rather than a bucket list destination.
The Opportunity: Reposition Toronto as a city with attitude, edge, and palpable culture.
So, when young curiosity-driven travelers choose Toronto over New York, they discover a city that doesn’t try to be anything else other than itself. Visitors are welcomed to experience a wild collision of cultures, food, and communities in one place so unapologetically our own.
Toronto - Unapologetically Our Own. Sorry, not sorry.
Copywriting
Art Direction
