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June 23, 2005
Engage Your Imagination in a City of Unlimited Possibilities Introducing Toronto Unlimited - A Dynamic New Brand for Toronto
Unlimited logo
Torontonians and visitors have spoken – they say Toronto
is a city of imagination that celebrates humanity and embraces individuality,
while providing unparalleled economic opportunities. How they view Toronto led
to today’s unveiling of a single brand identity for the city as 'Toronto
Unlimited', a premier destination for global travel and business investment.

For the Toronto Branding Project, today's announcement at the Historic
Distillery District was the culmination of a 13-month process with over 4,500
local survey responses and 230-plus in-depth interviews and roundtable
discussions with key brand stakeholders (leaders in the leisure and consumer
travel and convention business, as well as academics and public sector
organizations). In addition, 14 focus groups were conducted in Canada, the
U.S. and the U.K.

The Toronto Branding Project is a partnership initiative of Tourism Toronto –
the Toronto Convention and Visitors Association; the City of Toronto; the
Ontario Ministry of Tourism and Recreation; and the Toronto City Summit
Alliance, a coalition of Toronto civic leaders. Together, the partners have
outlined a common agenda and plan for Toronto Unlimited.

"We are unveiling a fresh new way of expressing that special Toronto quality
that vacationers and convention-goers from around the world find so
attractive," said Ontario Tourism and Recreation Minister Jim Bradley. "The
possibilities here in Toronto truly are unlimited."

A total of $4 million was invested in the project to cover consumer research,
brand development and the launch of marketing efforts. The initial investment
of $2 million from Tourism Toronto’s Destination Marketing Fee was combined
with contributions of $1 million from the Province of Ontario, $500,000 from
the Federal Government and $500,000 from the Toronto City Summit Alliance’s
corporate partners.

"Whether it's in film, biotechnology, meetings and conventions, or tourism,
it's time for Toronto to show how much it has to offer," said Mayor David
Miller. "We are a financial and cultural leader, and thanks to these direct
consultations, we are finally ready to tell that story, both within our city,
and around the world."

Toronto is already a creative city: its competitors are such major cities as
Chicago, Milan and Barcelona. Toronto is experiencing a cultural building boom
that includes large capital projects such as a new home for the Toronto
International Film Festival; revitalization initiatives underway at the Royal
Ontario Museum and the Art Gallery of Ontario; and construction of the Four
Seasons Performing Arts Centre, the new home of the National Ballet of Canada
and the Canadian Opera Company.

"Toronto is thriving again because of initiatives like Toronto Unlimited where
the private sector can work hand-in-hand with the Federal Government, the
Province and the City of Toronto and Tourism Toronto," said David Pecaut, Chair
of the Toronto City Summit Alliance. "This city has captured the hearts and
imaginations of millions of aspiring immigrants who made Toronto their home,
and now we have the opportunity to make Toronto a must-see destination for
visitors around the world."

As the Toronto tourism industry leader for marketing, Tourism Toronto also
unveiled the Toronto Stories Campaign as part of its 2005 consumer campaign to
help tell Toronto’s story to visitors internationally. The first two Toronto
"storytellers" sharing their personal connection and experiences of Toronto
will be internationally renowned architect Frank Gehry and Paul Shaffer, David
Letterman’s musical director for over 20 years. The Toronto Stories Campaign
will target the key tourist markets of New York, Chicago and Washington, D.C.
Full-page colour advertisements will appear in the Sunday travel sections of
major daily newspapers and transit and outdoor advertising will run throughout
the summer.

"Toronto Unlimited is the story of our city. It is also the story of the
creative and imaginative energies of our people that create the experiences
visitors come here to enjoy," said Bruce MacMillan, President & CEO, Tourism
Toronto. "We have a collective responsibility to sustain and enrich the
Toronto experience. Action, after all, speaks louder than words, or for that
matter, logos and taglines. That’s why the ultimate storytellers of the
Toronto brand must be Torontonians."

"Toronto consistently surprises visitors with our global attitudes that inspire
visitors to think about how a 21st century creative city can expand their own
perspectives and transform them," said MacMillan.

In addition to the principal Toronto Unlimited logo, five icons born out of the
stylized T.O. mark were unveiled and will be used in future marketing
campaigns. The icons represent music, food, film, festivals and the arts which
are the mainstay of our creativity. The icons will soon begin to appear
throughout the city in subway stations, transit shelters and print

"In our experience, brands are best built from the inside-out. In the case of
Toronto, that meant starting with the people – Torontonians – who make the
Toronto experience everything that it is and that it can be," said Adam
Stagliano, President and Founding Partner of Brand Architecture International,
the global branding firm that partnered with TBWA Toronto on this initiative.
"Our task was not to impose a position on the city, but rather to reveal the
true essence of Toronto."

All partners will use the brand moving forward in marketing and communication
messaging, as well as in any ongoing destination product development efforts.
The brand strategy will be sustained over the long-term, and will continue to
develop. For more information about Toronto's new brand, please visit

For further information:
Andrew Findlater/Victoria Kirk
NATIONAL Public Relations



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