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June 30, 2004
Agency selection brings Toronto one step closer to a new brand
After a comprehensive request for qualifications and proposal process, the
Toronto Branding Project team is pleased to announce that the agency team of
Brand Architecture International and TBWA\Toronto has been selected to lead the
development of a dynamic and compelling brand strategy for Toronto.

The search for a branding agency was launched in April, 2004. Over 60 agencies
expressed interest in the project. Twenty-two Request for Qualifications
submissions were received, representing a partnership of approximately 40 North
American and international agencies. The agency team of Brand Architecture
International and TBWA\Toronto was chosen from a shortlist of seven agencies
that were evaluated on qualifications, experience, strategic thinking, creative
ability and overall project approach.

Brand Architecture International will bring an international perspective to the
project and will provide the engine that leads the brand architecture process.
TBWA\Toronto brings to the project local, Toronto-specific knowledge and
understanding that comes from working in the Toronto market for over 16 years.

Brand Architecture International and TBWA\Toronto will work together with the
Toronto Branding Project team to complete the project, which is divided into
three key phases. Phase one will be the development of a brand strategy for
Toronto overall and each of its key segments: Consumer Leisure; Meetings,
Conventions and Incentive Travel, and Business Investment. Phase two will be
the creative development of Toronto’s brand identity including a logo and a
tagline that will be driven by the brand strategy. Phase three will be the
development of brand management guidelines and a tool kit to ensure consistency
in promoting the Toronto brand.

The Toronto Branding Project is a partnership initiative of the City of
Toronto, Tourism Toronto, the Ontario Ministry of Tourism and Recreation and
the Toront03 Tourism Recovery Alliance. It is expected that the branding
process will be completed by late 2004. Brand implementation will begin in
early 2005. For more information on the Toronto Branding Project, visit:

Media Contact
Susan Carter
V.P. Marketing and Communications,
Tourism Toronto



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