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April 7, 2004
Joint venture leads brand strategy for Toronto
The City of Toronto, Tourism Toronto, the Ontario Ministry of Tourism and
Recreation and the Toront03 Alliance today announced the initiation of a brand
strategy to re-position Toronto as a premier global tourist and business

"This project underscores the need for us to re-invest in Toronto by creating a
clear message about our strong, dynamic identity," said Toronto Mayor David
Miller. "We need a fresh way to communicate to the rest of the world how great
our city is."

All four partners have made financial commitments totalling approximately $4
million to the project that will see the brand through development and
implementation. The first phase of the project, research and development, was
launched today and has an estimated cost of approximately $1 million.

This partnership reflects the commitment to Toronto and the Greater Toronto
Region's future as the economic engine that drives the growth and continued
prosperity of not only the GTA, but also Ontario and Canada.

"Today is one more example of the unprecedented partnership between Queen's
Park and the City of Toronto to build a strong and prosperous economy for the
people of Ontario," said Jim Bradley, Minister of Tourism and Recreation. "The
McGuinty government is a proud partner in this branding initiative and will
contribute $1 million from the Ontario Tourism Marketing Partnership

"Throughout our mandate, the Toront03 Alliance has worked shoulder-to-shoulder
with Queen's Park and the City of Toronto to achieve our shared goals of
jump-starting the tourism recovery of the Toronto region. And throughout, we've
been convinced that a clear, consistent, compelling brand architecture is
critical to Toronto's future success," said David Pecaut, Chair, Toront03
Alliance. "On behalf of our federal and private sector sponsors, I can say that
we're thrilled to get this on the rails today."

"They say in the business world that whoever has the best story wins," said
Bruce MacMillan, President and CEO, Tourism Toronto. "Toronto is 'the greatest
story never told' and our job is to re-imagine and retell our story. We must
make certain that the story of our wonderful, multifaceted city gets told in
the way it deserves to be told, to the people who need to hear it most."

The Request for Qualifications (RFQ) to short-list branding agencies to develop
Toronto's new brand was issued today. Qualified agencies will then be invited
to submit proposals. Tourism Toronto will administer the project and lead the
process to retain a branding agency. RFQ details are available at:

Strategic advice and guidance to the brand development process is being
provided by an advisory committee comprised of community and business leaders
who represent key stakeholder groups, and actively support Toronto's growth as
a tourist and business destination. It is expected that the branding process
will be complete by December 2004. Brand implementation will begin in early

Media Contact
Monica Kucharsk
Toronto Economic Development, Culture & Tourism,

Jim McPeak
Ministry of Tourism and Recreation, Communications Branch,



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