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Tourism Toronto readies new marketing programs

Tourism Toronto plans to increase its marketing efforts in the US and international markets in an effort to attract previously untapped audiences to the city. According to the organization, the effort is in response to traveller uncertainty about required travel documents, currency exchange rates, increased competition and low consumer awareness. The group plans to conduct their marketing efforts in association with related bodies such as the Ontario Tourism Marketing Partnership Corporation, the Canadian Tourism Commission, the City of Toronto and nearby destinations such as Niagara and Ottawa. “The US market is very challenging right now and looming changes to passport rules will certainly intensify the problem,” said Bruce MacMillan, president of Tourism Toronto. “That is why our US marketing campaigns this year aim to re-energize demand in the border states and also reach deeper into the US to new markets.” One marketing initiative will consist of an insert in the weekend newspapers of 25 US markets through the spring and summer. Toronto will be promoted in the insert, along with the Niagara and Ottawa regions, as an “adventurous and creative” destination. The initiative will cover the border states and reach into mid-range markets such as Boston, Pittsburgh and Indianapolis. Another marketing effort for 2006 will take the form of subway advertising in Tokyo. This program will also present Toronto as a travel destination along side other regions of Ontario. In addition, Tourism Toronto has recently launched versions of its website in Japanese, Chinese and Korean to better communicate with potential visitors from Asia. A UK campaign in the spring and fall will consist of magazine inserts, national print advertising and radio ads in London.

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