TORONTO — Fresh off the Toronto Raptors capturing the 2019 NBA championship, Tourism Toronto has launched a new destination-marketing campaign — “Let Yourself In.” The campaign launched in select markets in the U.S. and Canada this week.
“Right now, Toronto’s having a real moment — you can feel the incredible sense of pride and energy here. Now, with the world watching, we’re inviting travellers to be a part of that pride and energy,” says Jon Mamela, EVP and Chief Marketing Officer at Tourism Toronto. “Toronto is the front door to Canada and our message to travellers is simple — Let Yourself In — be a part the excitement, diversity and unapologetic progressiveness that defines who we are.”
The campaign is anchored by video, using a variety of digital channels and new digital tools to target potential travellers, including original content and co-created stories. It also involves select publishers and influencers on social media and features #openyourcuriosity as the campaign’s hashtag.
“Let Yourself In is an open invitation to visitors from business-event delegates and decision makers, to sports fans and leisure travellers,” says Mamela. “It’s an invitation to revel in the moments that make Toronto great. From moments of small connections with our people, neighbourhoods, attractions and culture, to moments so big they’re seen all around the world.”