Toronto Unlimited - branding document
- Introduction
- A Note from the Toronto Branding Project
- The Toronto Story: Our Promise
- City of Tourism
- City of Business
- City of Meetings
Toronto Branding Project
The following content is an archival collection of information from earlier stages of the Toronto Branding Project.
1.Introduction
9 months, 250 interviews, 4,500 contributions from Torontonians, 14 focus groups in 3 countries. All this to tell the world the Toronto Story.
We’re proud to unveil Toronto’s new brand identity. It is a chance to celebrate all that we have to offer as a city and as Torontonians. Our brand is a promise to the world about our city, the “City of Imagination”.
2. A Note from the Toronto Branding Project
In 2004 Tourism Toronto, the City of Toronto, the Toronto City Summit Alliance, and the Ontario Ministry of Tourism and Recreation, established the Toronto Branding Project. The goal was to create a single Toronto brand and to develop a fresh new way of communicating the city’s strong and dynamic identity to the rest of the world. This is part of a larger unified effort to define and promote Toronto's distinct identity and raise our profile as a major global tourist and business destination.
The Toronto brand was developed by looking at the city from the inside-out as well as the outside-in. We did extensive research among target markets in the United States, United Kingdom and Canada and spoke with Torontonians, marketing experts and local community leaders. All of this in an effort to best tell the Toronto Story.
One thing that’s been made perfectly clear throughout this whole process is that this is a city filled with people who passionately believe in Toronto. We’re very proud of the results of this branding effort and hope that every Torontonian will feel just the same.
3. The Toronto Story: Our Promise
“What is a city, but the people.”
— William Shakespeare (Coriolanus, 1608)
Toronto has become a city built in the image of its own people, fed by the many influences of its ever-changing human fabric, one that is constantly unfolding and alive with potential and energy.
Torontonians display a level of openness unlikely in any city, let alone a city of Toronto’s size and magnitude. It is metropolitan, yet it feels as intimate as a village. Its welcoming spirit has attracted millions of people from all corners of the world, making up a deep and culturally rich human mosaic. Toronto doesn’t have a Chinatown, it has three of them. It doesn’t just have a Caribbean festival, it has the largest one outside of the Caribbean. Toronto isn’t just diverse, it’s the most diverse city in the world. Toronto is a culture of cultures, a place of infinite opportunities where everybody is appreciated for how they stand out, not for how they fit in. Torontonians don’t look to settle their differences, they are inspired by them. Torontonians celebrate humanity.
What makes Toronto such a uniquely interesting place is answered by a constantly growing list: its innovative architecture, its theatre district, the hundreds of ethnic restaurants, the character of its neighborhoods, its accepting legislation, a multi-talented workforce, museums that are themselves works of art, the stories of its street corners, its cleanliness, the International Film Festival, the parks, the lake, the celebration of humanity. . . In short, Toronto is a city built with and for the limitless imaginations of the people that come here. And it is these people that make Toronto the city of imagination.
A true City of Tourism, Toronto is the perfect place for the traveler seeking a unique urban experience. With so much to offer the imagination, Toronto has become the City of Business, a place where the diversity of the population creates possibility. This also makes it the perfect City of Meetings as the city has always been an ideal gathering place.
4. City of Tourism
For many years Toronto has been a best kept secret tourist destination; a result of its people’s modest character. But the media and demanding travelers have discovered this cultural Mecca and are beginning to spread the word.
The city’s unique diversity has quietly exploded into a variety of attractions that are unmatched elsewhere. A long weekend in Toronto will scarcely give you a flavor of what can be experienced in the city. And flavors, there are many: Greek, Chinese, Portuguese, Jamaican, Italian. . .and these flavours go well beyond cuisine. From the soon-to-be-finished Libeskind renovation of the Royal Ontario Museum to Gehry’s design for the Art Gallery of Ontario, from the height of the CN Tower to the endless lake view, from the upcoming new Four Seasons Centre for the Performing Arts (confirmed) to the world premiere theatrical production of Lord of the Rings, from the bohemian Distillery District to the multitude of ethnic neighborhoods, from the International Film Festival to Caribana, Toronto is a city constantly changing and evolving, enriched by an unlimited imagination.
Toronto, the city of imagination, is a destination that appeals to the demanding traveler’s curiosity for the new, the different, the interesting. For the traveler, Toronto is the perfect destination.
For more information on discovering Toronto, please visit www.seetorontonow.com
5. City of Business
Toronto is one of the major business centers in North America, and one of the major economic gateways to the world. Toronto’s ideal central location, its access to the lake, transportation infrastructure, state of the art technological capabilities, its safety and high standard of living, educational system and growing economy, are all factors that put Toronto at the top of the list of businesses considering to expand through or relocate to a business center.
Perhaps most importantly, what sets Toronto apart from many cities is the diversity and the quality of its talent pool. Toronto’s high quality of life has attracted millions of talented immigrants, who continue to make this, the city of imagination, their home. These people both provide and demand quality jobs, high technology, and economic growth, which continues to attract more businesses into this business Mecca. They also have made Toronto into a true global village, a city with direct ties to the rest of the world and a perfect place for any business that sees the world as its marketplace.
Toronto is among the leading centers for many industries:
- The third largest financial center in North America
- The second largest film industry in the Americas
- The third largest theater district in the English-speaking world
- The second largest technology center in the Americas
- A leader in bio-technology research and development
- A thriving producer of fashion and design
6. City of Meetings
In today’s global village, Toronto is still a place where different people meet. People from various industries, categories, interests and segments… Toronto has a thriving Meetings, Conventions and Incentive Travel business; largely a result of its convenient central location, its dining and entertainment offering, its growing economy, its technological infrastructure, its multicultural makeup, its cleanliness, and its safety.
Whether it’s a medical association, a Fortune 500 corporation, or a global non-profit summit, Toronto is the place of gathering for businesses and organizations looking to hold an event in North America. Organizers feel at ease that their guests will be well taken care of, and attendees are compelled to unleash their unlimited potential and discover the multitude of interests throughout the city in their free time.
Toronto, the city of imagination, invites businesses, organizations and attendees to the place of gatherings.
For more information on discovering Toronto, please visit www.torontotourism.com/meetingplanners
Joint
venture leads brand strategy for Toronto - April 7, 2004
The City of Toronto,
Tourism Toronto, the Ontario Ministry of Tourism and Recreation and
the Toront03 Alliance announced the initiation of a brand strategy
to re-position Toronto as a premier global tourist and business destination.
"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 totaling 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 the Province
of 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 Corporation."
"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
has been issued. Qualified agencies will then be invited
to submit proposals. Tourism Toronto will administer the project
and lead the process to retain a branding agency.
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 2005.
Evaluation Criteria Summary (PDF file size= 54 KB)
Staff report (PDF file size= 1.1 MB)
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Quick facts
Toronto Branding Project
- 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 Alliance.
- Toronto's
brand strategy will:
- Drive
Consumer Leisure, Business and Investment Segments;
- Be
relevant and compelling to local, domestic and international markets;
and
- Be
embraced and utilized by all levels of government, stakeholders
and citizens.
- The
project will examine how Toronto's image locally, nationally and
internationally can be re-vitalized and strengthened through a
new brand identity.
- Development
of a new brand and its use will better position Toronto as a desirable
place to visit and do business and contribute to reversing its
loss of tourism market share.
- This
branding project builds on the work from the branding initiative
in 2002-2003. The research generated in 2002-2003 will be integrated
into the current branding process.
- Total
funding for the project is $4 million with phase one projected
at approximately $1 million for research and development. Tourism
Toronto has committed $2 million, the Ontario Ministry of Tourism
and Recreation and the Toront03 Alliance have contributed $1 million
respectively.
- Federal
Government funding of this project is being channeled through the
Toront03 Alliance.
- The
City's contribution is $250,000 from the 2003 budget and was used
for initial research. 2004 allocation of funds is pending City
Council's decision on the budget in April 2004.
- An
operational team comprised of senior staff from all partners will
direct the project. A work plan has been developed that identifies
key deliverables, timelines and responsibilities.
- Tourism
Toronto will administer the project and lead the process to retain
a branding agency. The search will be conducted internationally to
secure the best possible agency to deliver a dynamic brand. The agency
will be selected though an open and transparent process. The selection
process will be conducted in two stages:
Stage One
A Request for Qualifications
(RFQ) has been initiated inviting branding agencies to participate.
The RFQ will shortlist agencies based on qualifications, experience
and project approach.
Stage Two
Short-listed agencies will be invited to respond to a Request for
Proposal (RFP). Agency selection will be based on strategic thinking,
creative ability and overall presentation. It is expected that that
the agency will be on board by May 2004.
- Implementation
of the new brand is expected to begin in early 2005.
- A
Branding Advisory Committee has been established to provide the
partners with strategic advice and guidance over the course of
the project. The Advisory Committee has a mandate to:
- provide
direction on communication and research activities;
- provide
feedback on work in progress;
- promote
awareness and understanding of a strong brand; and
- champion
the implementation of the project results.
- Members
of the Advisory Committee are comprised of business industry and
community leaders representing key stakeholder groups and who have
an interest in seeing Toronto grow as a tourist and business destination.
Members include:
- Elyse Allan, President & CEO,
The Toronto Board of Trade
- Councillor Brian
Ashton, Chair, Economic Development & Parks Committee
- Colleen Blake, Executive Director, Shaw Festival
- Noel Buckley, President, Niagara Falls Tourism
- Michael Clemons, Head Coach, Toronto Argonauts Football Club
- Paul Clifford, President, Hotel Employees Restaurant Employees Union,
Local 75
- Piers Handling,
Director & CEO,
Toronto International Film Festival Group
- Kevin King, Youth Leader
- Candy Lee, Publishing and Brand Management Consultant
- Fred Luk, President, Filet of Sole Restaurant Group
- David Mirvish, Producer, Mirvish Productions
- David Ogilvie, General Manager, Westin Harbour Castle Hotel
- David Pecaut, Toronto City Summit Alliance
- William Thorsell,
Director & CEO, Royal Ontario Museum
Agency selection brings Toronto one step closer to a new brand - June 30, 2004
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.
The Toronto Branding Project enters final phases of developing new brand for Toronto
The Toronto Branding Project is moving into the final phases of developing a remarkable brand strategy for Toronto that will create a fresh new way of communicating the city's strong and dynamic identity to the rest of the world. It's all part of a larger effort to define and promote Toronto's distinct identity and to raise our profile as a major global tourist and business destination.
We are now nearing the end of research analysis, reviewing input gathered through the seven-week public engagement campaign and distilling an essential brand identity for Toronto.
Project update:
The Branding Team has now met with over 200 stakeholders throughout Toronto representing various business sectors, including:
- business investment;
- meetings and conventions;
- leisure travel;
- hotel industry;
- entertainment sector;
- industry opinion leaders;
- cultural centres;
- attractions; and
- academic and public sector organizations.
In addition, 14 focus groups were conducted in Canada, the US and the UK.
In November 2004, the Toronto Branding Project launched the most inclusive public engagement campaign ever relating to the development of a new Toronto brand.
Strong brands are built on a foundation of truth. Speaking with the people of Toronto has helped us discover what makes Toronto different, better, special and distinct from other cities of the world.
The "We Are Toronto" campaign invited Toronto residents to submit answers to seven key questions, one per week for seven weeks.
The 4,500 submissions received were incredibly rich and really helped get a better picture of Toronto today, as well as an excellent idea of what the public wants the city to become.
