Toronto woos international shoppers with holiday campaigns in UK and Mexico



    TORONTO, Sept. 25 /CNW/ - Tourism Toronto announced today two major
international awareness campaigns designed to elevate Toronto's position as a
cosmopolitan, stylish destination for travelers from Mexico and the UK.
Launching this September, Tourism Toronto and the Ontario Tourism Marketing
Partnership Corporation (OTMPC) will be in both markets with aggressive
campaigns designed to surround and tantalize potential visitors for the fall
and holiday seasons.
    "Toronto is the number one Canadian urban destination for travelers from
both the UK and Mexico," said David Whitaker, President and CEO, Tourism
Toronto. "We are confident this next push will continue to keep Toronto
top-of-mind, and continue to increase international visitors to Toronto as we
target high-value customers who stay longer and spend more when they travel."
    The UK is Toronto's top international market with nearly
300,000 overnight visitors in 2006, while overnight visitation from Mexico
remains one of Toronto's fastest-growing markets, up 41.3% since 2001.
    New for this year is dramatic imagery of the Toronto nightime skyline, to
be displayed on scrolling backlit posters across London in mainline rail
stations. The campaign is the largest to date. The new campaign follows a
series of successful initiatives in the UK over the past two years that have
resulted in thousands of visitors to Toronto during the important spring and
fall seasons.
    Similarly, Tourism Toronto is stepping up marketing in Mexico and, with
this first major consumer campaign in that market, aims to attract even more
visitors during the fall and winter. Toronto welcomed more than
65,000 visitors from Mexico in 2006, up 6 per cent from 2005.
    "There is great potential for Toronto to capitalize on the growing number
of affluent Mexicans seeking new and unique cultural experiences," said
Mr. Whitaker. "Toronto is already one of North America's prestige
destinations, and we have an opportunity to take it to the next level."
    Tourism Toronto and OTMPC are jointly investing in the advertising
campaign across Mexico to encourage travel to Toronto for urban, cosmopolitan
holiday breaks, shopping trips and overnight short breaks with day excursions
to Niagara Falls. The multifaceted campaign that launched this month includes
an eight-page insert in several high-circulation national Mexican newspapers,
poster campaigns in retail environments such as malls, as well as newspaper
ads and a radio campaign.
    Tourism Toronto is complementing the Mexican campaign with the launch of
a new Spanish web site. The site includes a new Spanish visitors' guide to
assist visitors and tour operators in planning travel to Toronto, and to help
build Toronto's appeal in this rapidly growing market. Both the Visitor Guide
and the campaign insert are available online at www.torontotourismmexico.com.
Tourism Toronto earlier launched web sites in Japanese, Korean and Chinese
that have been visited more than 1.2 million times.
    To further bolster presence, Tourism Toronto recently expanded its media
relations program in the U.S. and Mexico to raise Toronto's profile as a top
travel destination. One of North America's top destination publicists,
Michelle Revuelta, joined the organization as Toronto's media representative
in the U.S. and Mexico this month, giving Toronto its strongest-ever presence
in these vital media markets.
    "2005 was a record year for visitation from the UK, while Mexico is
quickly becoming Toronto's hottest new market, one that recognizes the
compelling product here in Toronto. These fully integrated campaigns
demonstrate our commitment to increasing Toronto and Ontario's exposure to
consumers and the travel trade in growing international markets, and will
further establish Toronto as a cosmopolitan, inspirational urban destination,"
added Mr. Whitaker.

    About Tourism Toronto

    Tourism Toronto, Toronto's Convention and Visitors Association, is an
industry association of more than 1,100 members established to sell and market
the Greater Toronto Region as a remarkable destination for tourists,
convention delegates and business travelers around the globe. For more
information please visit www.torontotourism.com.





For further information:

For further information: Chris Lumsdon, Manager, Corporate
Communications, clumsdon@torcvb.com, (416) 987-9077


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