Tourism Toronto has selected Boxer B-Scene Media Inc. as its media partner for a summer advertorial and online program that touts Toronto as the destination of choice for young affluent American couples.
The advertorials are running in the July/August issues of Esquire, Harper’s Bazaar, Town & Country, Fast Company and Men’s Health, all which are which are represented in Canada by Boxer B-Scene Media Inc.
The program focuses on fashion, shopping, food and wine, culture, nightlife and sports.
Each advertorial was created in-house by the respective publication and focuses on topics relevant to its readers, said Mark Boxer, managing partner of Boxer B-Scene Media Inc.
For instance, the ad running in Harper’s Bazaar speaks to women interested in fashion, while Town & Country speaks to “a very affluent audience who would pick up the phone and book something on Air Canada to come to Toronto for the weekend to go fine dining at the Four Seasons,” said Boxer.
“It’s important that Toronto really steps up to the plate and informs Americans of what the city is really about,” said Boxer. “People don’t get it, and I think it’s incumbent upon a world-class leader like Toronto to get the message out.”
The program also includes online ads that are embedded in editorial content running on Glam Media, MensHealth.com, FastCompany.com, Inc.com, and WashingtonPost.com.
“Research tells us that high-value consumers continue to travel during difficult economic times, attracted by the experiences available—including great theatre, unique festivals and strong cultural offerings,” said Joel Peters, senior vice-president of Tourism Toronto, in a release.
“Showcasing what we have to offer the sophisticated U.S. visitor is an important step in maintaining our strong position as a growing tourist destination.”
In addition to the advertorials and online ads, PR partners will host marketing events in New York to further raise the profile of Tourism Toronto and Air Canada with the media.
