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May 9, 2003
Mayor launches 'Toronto: You Belong Here' campaign in time for Mother's Day
  
Mayor Mel Lastman today unveiled a campaign that will help Toronto's economy
and image make a fast rebound from the effects of the SARS outbreak.

Based on the theme "Toronto: You Belong Here", the campaign will inspire
Torontonians and visitors to come out and join in a wide range of cultural,
business, entertainment and recreational celebrations.

"This simple slogan shows the world that Torontonians are the warmest, most
welcoming people on earth. I like it so much I'm changing the name of the
'Mayor's SARS Recovery Task Force' to the 'Mayor's - Toronto: You Belong Here
Task Force'," Mayor Lastman declared.

The campaign is already up and running in time to entice Torontonians to
celebrate Mother's Day at local restaurants this weekend. The fast start to the
campaign will speed up the recovery of Toronto businesses that have been
affected by the SARS outbreak.

The campaign features a mix of television, radio and print advertisements;
promotions; special events and volunteer initiatives. The progress of the
campaign after Mother's Day will build momentum for the recovery through the
summer.

The campaign slogan reflects Toronto's inclusiveness and diversity in a way
that greets the world with open arms. The theme speaks to Torontonians who were
born here and those who came from elsewhere.

The integrated communications campaign was conceived by BBDO Canada Inc. in
association with its strategic partners, Fleishman-Hillard and GMR Marketing.
The agency was retained by the City to engage Torontonians in rebuilding
affected areas of Toronto's economy.

Corporations or individuals wishing more information on how to contribute to
the "Toronto: You Belong Here" campaign may call George Spezza at the City of
Toronto at 416-392-6904.

Further details about the campaign and the "Mayor's - Toronto: You Belong Here
Task Force", are available at http://www.toronto.ca/you-belong. Check back
often for updates.


Media Contact
George Spezza
416-392-6904

 

 

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