Marketing Strategy of Tourism Toronto

This essay highlights the issues faced with Tourism Toronto while developing the marketing plan and the marketing goals and objectives of the company. It discusses the current advertising campaign, key issues faced, marketing goals, SMART marketing objectives, marketing strategies, and marketing tactics.

Running head: MARKETING STRATEGY OF TOURISM TORONTO
MARKETING STRATEGY OF TOURISM TORONTO
Name of the Student
Name of the University
Author Note

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Introduction
The main aim of the essay is to highlight the issues faced with Tourism Toronto while
developing the marketing plan. It highlights the marketing goals and objectives of the tourism
company. It also includes the marketing strategy and tactics developed using the goals and
objectives of the company.
The current advertising campaign for the city of Toronto depicts the different views of
Canada's Downtown. Tourism Toronto has designed a video-based campaign, ‘The Views Are
Different Here’ to attract international travellers across the globe. The videos display the
excitement and the diversification, which makes Toronto, the most-visited destination (Kolm,
2017). The title of the campaigns reflects both the exemplary physical view and the liberal view
that describes Canada's largest city, Toronto.
Discussions
Tourism Toronto has received the right amount of attention and responses in its latest
marketing campaign. The video-based campaign has taught most of the recognisable elements of
the city in its video of one minute. The new video claims to have a different view of Canada’s
Downtown.
Key Issues faced while developing the marketing plan
Toronto’s Destination Marketing Organization (DMO) has analysed some issues and
developed a marketing plan. It will help in positioning and presenting Toronto differently than in
the previous tourism campaigns. These observations are:

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1. The first issue observed was the acceptance of multiculturalism. The Toronto DMO was
in a dilemma whether the people would accept the display of multicultural in the video or
not. As the video displays the city’s multiculturalism and its acceptance. A message, “All
flavours are welcome” shows the inclusivity of every type of persons, which reflects the
diversity in culture.
2. The second issue observed was displaying the famous spots along with the city’s familiar
faces to attract international tourists. The video is made of one minute, and in this short
period, it has included all the famous spots and the celebrity faces. It shows that the city
is prospering when it comes to business, sports, food and culture. It has included the
famous spots Ontario Art Gallery, Ripley’s Aquarium and the CN Tower with the famous
cricketers, Drake and Jose Bautista and the chef, Matty Matheson. It also shows the
festival of Caribbean culture, Caribana held in the summer.
3. The third issue of the city's marketing was to embrace Canada with the help of “Canada’s
Downtown” tagline and to present the current scenario of Canada. The past campaigns
presented Toronto as a sophisticated destination by marketing against national efforts
(Thompson, 2017). Canada was previously, showcased as a giant wonder filled with
mountains and forests. It was difficult for the DMO to present the modern and urbanised
side of Canada.
The above issues outline the development of the marketing plan for Toronto. According to
my opinion, the above points are important as they help in displaying the modern and the
urbanised culture of Toronto, the largest city of Canada. The above issues increase the footfall of
tourists in Toronto that will help in generating income and strengthening the economic activity of
the tourism industry in the country. In 2017, tourism in Toronto recorded the highest with, 43.7

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million visitors (Moczulski, 2018). It can be seen that the city is prospering when it comes to
sports, food or businesses.
Marketing Goal
J. Walter Thompson created the advertising video campaign, “The Views Are Different
Here”. The main aim of this campaign is to promote the city’s entertainments, different
landmarks, nightlife, sports and the culture to increase the economic growth of Canada. The
video displays different spots with a statement, ‘in this city; beauty has many faces' to publicise
diversity in Canada. It also presents the statement, ‘all flavours are welcome’ to indicate the
tourism progressiveness (Shum, 2017).
SMART Marketing Objectives
The three SMART marketing objectives that this campaign will try to achieve are:
1. Focus on advertising and promoting Tourism Toronto internationally. Using different
marketing plans will help in developing this industry.
Specific: Focus on advertising and promoting Tourism Toronto internationally. Using
different marketing plans will help in developing this industry.
Measurable: More customer visit
Actionable: Efforts from marketing managers will help in achieving the objective.
Relevant: It will improve the market awareness of the destination
Time-bound: It will be achieved within 6months.
2. Focus on recording the numbers of international visitors that can be tracked through the
booking statistics.

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Specific: Recording the numbers of international visitors that can be tracked through the
booking statistics.
Measurable: Accuracy in the number of visitors
Actionable: Efforts from accounts managers will help in achieving the objective.
Relevant: It will help in knowing the actual visitors in the destination
Time-bound: It will be achieved every month
3. Focus on promoting the company by increasing the brand awareness and positioning the
Tourism Toronto as ‘Canada’s downtown’.
Specific: Focus on promoting the company by increasing the brand awareness and
positioning the Tourism Toronto as ‘Canada’s downtown’.
Measurable: More international visitors
Actionable: Efforts from marketing managers will help in achieving the objective.
Relevant: It will create brand awareness of the destination
Time-bound: It will be achieved within one year.
Marketing Strategies
The marketing strategies include the combination of the marketing goals and objectives
into a comprehensive plan. To achieve maximum profitability and business sustainability, the
strategies are:
1. The adoption of video marketing can act as a powerful visual representation for attracting
tourists. The high-quality video shows the beautiful picture of a particular destination.
The excellent quality video enables travellers in the selection of one destination over
another.

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2. The social network is an essential part of the marketing strategies. It helps in selecting the
destinations through the opinions shared on social networking sites. Toronto Tourism
needs a continuous increase in awareness and steadily increase the presence of the brand
in different countries worldwide.
Marketing Tactics
The marketing tactics that can be used to achieve the objectives associated with the
strategies above are as follows:
1. The blog writing with valuable contents can help in demonstrating the knowledge about
the destination among the potential customers. This tactic can help in increasing the
traffic of the website and builds the credibility of the company.
2. The marketing tactic involved in targeting international travellers' is to launch
advertisement campaigns in different cities and collaborate with various local companies
that help in promotion and create awareness.
3. The tourism promotion should be done through different social media channels that
attract travellers by positioning the urban destination, ‘Canada’s downtown.'
Conclusion
To conclude the study, it can be said that the marketing objectives and strategies help in
developing the marketing tactics of Tourism Toronto. Tourism is considered as the prime factor
for improving the economic condition of any country. It helps in analysing the current scenario
of advertising tactics used by the tourism industry. The video advertising campaign in Toronto
has attracted many visitors and assists in the economic growth of the nation. The one-minute
advertising video presents the multicultural of the organisation along with famous spots,

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cricketers, chefs and cultural festival. Therefore, a proper marketing strategy is needed for the
development and improvement of the economic growth of the country.
References:
Kolm, J. (2017). Recognising what makes up Toronto. Retrieved from
http://strategyonline.ca/2017/03/07/recognizing-what-makes-up-toronto/
Moczulski, J. (2018). Toronto drew a record of 43.7 million visitors in 2017. Retrieved from
https://www.theglobeandmail.com/news/toronto/toronto-drew-record-437-million-
visitors-in-2017/article37716853/
Shum, D. (2017). Tourism Toronto debuts glitzy new video showcasing ‘Canada’s downtown’.
Retrieved from https://globalnews.ca/news/3290042/tourism-toronto-debuts-glitzy-new-
video-showcasing-canadas-downtown/
Thompson, J. (2017). Toronto Billed as ‘Canada’s Downtown’ in New Tourism Campaign |
LBBOnline. Retrieved from https://lbbonline.com/news/toronto-billed-as-canadas-
downtown-in-new-tourism-campaign/