Toronto brings together over 250 backgrounds and cultures, creating a city of unique stories, diverse voices and interesting perspectives. In order to create a new curiosity and an excited passion in American travelers for our city, we invited them to experience different versions of Toronto through the creativity of the Torontonians who love it.
In an interconnected content series, we launched a story that let us see Toronto through the eyes of Director X—an iconic director behind this generation’s most memorable music videos—and Mustafa, a Grammy-winning, multihyphenate storyteller. They told a story of duality and showed off the “infinite everything” that Toronto has to offer. The end result was so much more than a tourism campaign, it was a love letter to the city.
With a layered media buy—including the first “out-of-phone" TikTok placement by a Canadian brand in Times Square—influencer partnerships and events, we reached over 5.2 million users to Destination Toronto’s website, over 500 million impressions and over 90 million video views. And that’s just in a digital world. IRL, our campaign contributed to an increase in tourist spending, reaching $7 billion in 2023 (surpassing pre-pandemic spending). Plus, last year saw 8.95 million tourists who visited our great city, which is a 25% increase year over year.