To showcase the city’s holiday season events and happenings, Tourism Toronto has launched a marketing campaign that includes Facebook, partnerships with hotels and retailers, a charitable component and the installation of seven-foot snowmen in the city’s downtown.
Launched under the banner “Torontoland,” the campaign began earlier this month when 20 fibreglass snowmen were introduced to downtown streets. The installations were created by Narwhal, a Toronto artist collective, in association with the creative production network Lunch.
The snowmen serve as a connection to Torontoland’s online elements, including a microsite – SeeTorontoLand.com – and a Facebook page.
Consumers planning to visit Toronto can book a hotel package on the microsite – choosing from one of 30 hotels offering package deals priced between $99 and $179 – and “like” Torontoland on Facebook in order to receive a Torontoland wristband by mail. When they come to the city, these visitors can use the wristband to receive 15% discounts at more than 50 attractions, retail outlets and restaurants.
Visitors are also encouraged to share their Toronto experiences with their Facebook friends and upload photos or videos of themselves with the Torontoland snowmen to the campaign’s Facebook page. Tourism Toronto will donate $2 to Starlight Children’s Foundation Canada for each photo and video upload.
In addition to the wristband, the mail package for consumers who engage with Torontoland online also features a map and information about events such as the Scotiabank-presented Cavalcade of Lights and the Santa Claus Parade.
Andrew Weir, vice-president of communications for Tourism Toronto, said the objective of the campaign is to promote the city’s holiday season roster of events and attractions.
“December is actually the least busy month for hotels, and yet, when you look at what’s happening in the city, it’s one of the best times to be here,” said Weir. “We had to find a way to communicate this idea of the magic of the holidays in the city.
“This also helps turn Toronto residents and visitors into ambassadors that are sharing their stories [online].”
Weir said Tourism Toronto has placed out-of-home creative in key markets in Ontario as part of the campaign. The creative, as well as the overall campaign concept, was developed by Tourism Toronto’s agency, CP + B.
