Marketing Strategy of Tourism Toronto

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

1MARKETING STRATEGY OF TOURISM TORONTO
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:

2MARKETING STRATEGY OF TOURISM TORONTO
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