I’ve often written that tourism slogans and campaigns may not matter much in the end. But I could be wrong, and I like the inclusive feeling of this new one from my own city of Toronto.
Tourism Toronto today (June 19) announced it’s launching a new destination marketing campaign called “Let Yourself In.” The campaign comes fresh on the heels of the multicultural Toronto Raptors capturing the NBA championship and capitalizes on the city’s sense of welcome and diversity. The campaign also arrives as Toronto celebrates another record year in visitation, having welcomed 44 million travellers into the city in 2018.
“Right now, Toronto’s having a real moment – you can feel the incredible sense pride and energy here. Now, with the world watching, we’re inviting travellers to be a part of that pride and energy,” said Jon Mamela, Executive Vice President and Chief Marketing Officer at Tourism Toronto. “Toronto is the front door to Canada, and our message to travellers is simple – Let Yourself In – be a part the excitement, diversity and unapologetic progressiveness that defines who we are.”
Let Yourself In launches this week in select markets in the U.S. and Canada with an integrated digital strategy. The campaign is anchored by video, using a variety of digital channels and new digital tools to target potential travellers including original content, co-created stories with select publishers and influencers and social media featuring #openyourcuriosity. The campaign serves as the platform for Toronto’s sales and marketing programs over the next two years. Videos from the Let Yourself In campaign can be viewed on Tourism Toronto’s website See Toronto Now.
Tourism Toronto’s new destination marketing campaign – Let Yourself In. (CNW Group/Tourism Toronto)
The video is excellent, with cool music, great visuals and some terrific lines. I love the bit about asking visitors to “step right up to that gigantic welcome mat that this place has out at every door and come on in. See who you meet; that guy, that girl, that team.” Here, of course, the video flashes to a shot of a Kawhi Leonard dunk for our champion Toronto Raptors. Nice.
There are other good lines, too, including one that says “if you’re looking for a ride, buckle up.”
The new platform follows Tourism Toronto’s award-winning The Views Are Different Here campaign launched two years ago and watched more than 50 million times.
Toronto’s meeting, conferences and events industry will also leverage Let Yourself In in global sales efforts. Business Events in Toronto have seen tremendous success in 2019 including tech conference Collision, Canada’s premier tourism marketplace Rendez-vous Canada, and Meeting Professionals International’s World Education Congress that coincided with the Raptors Championship parade. Last year, Toronto hosted more international delegates from meetings, conferences and events than any other city in North America.
“Let Yourself In is an open invitation to visitors from business event delegates and decision makers, to sports fans and leisure travellers, said Mamela. “It’s an invitation to revel in the moments that make Toronto great. From moments of small connections with our people, neighbourhoods, attractions and culture, to moments so big they’re seen all around the world.”
ABOUT TOURISM TORONTO
Tourism Toronto is the official destination marketing organization for the region, “Canada’s Downtown” – encompassing Toronto, Mississauga and Brampton. With sales and marketing programs in key markets around the world, Tourism Toronto promotes the Toronto region as a remarkable destination for tourists, convention delegates and business travellers. Tourism Toronto operates in partnership with the City of Toronto, the Greater Toronto Hotel Association and the Ontario Ministry of Tourism, Culture and Sport. For more information please visit SeeTorontoNow.com.
