Destination Toronto | Marketing Playbook 2024 by Destination Toronto

MARKETING PLAYBOOK

ABOUT THIS PLAYBOOK

This marketing playbook is intended to strengthen connections between Destination Toronto’s marketing strategy and our community. It has been developed to provide context and to share with you the framework underpinning our content strategy to enable your participation. We hope that you find value in the full briefing and that it sparks ideas for new partnership opportunities but, if you’re a bit short on time, here are three simple suggestions to get you started:

ABOUT THIS PLAYBOOK

SHAREYOUR NEWS

● Add us to your media lists (press releases): media@destinationtoronto.com

STAYENGAGEDAND CONNECTED

● Sign up for our bi-weekly industry e-newsletter Terminal 2

● Sign up to stay connected to how we are engaging with external audiences

○ Consumer (Stories from the 6ix monthly emails)

○ Meeting planners & event decision-makers (Top 6 in the 6ix monthly emails)

○ Tour operators (TOconnect quarterly emails)

ENSUREYOURASSETSARE UPTO DATE

● Upload your business photos to our media hub (available for use by media, tour operators, industry partners and event organizers)

● Add your events to NowPlayingToronto.com (event feed is syndicated on DestinationToronto.com and other partner sites)

● Maintain your listing on DestinationToronto.com

OUR STORY: WHAT MAKES TORONTO, TORONTO?

There are many stakeholders in our city who are tasked with promoting it as a destination. Historically there have been many different versions of ‘why’Toronto. Often in market at the same time.TheToronto narrative is not a marketing campaign.TheToronto narrative is a collective articulation of our story. It is about what makesToronto,Toronto. Now more than ever, we see the promise of a brighter future that will only be made brighter with a shared and compelling story.

THE TORONTO NARRATIVE

Over 6 million people of different heritages, traditions, and values, who do more than live and work here. We mix here.And then, we remix here.

The result is an open-source city where artists share ideas with athletes. Gamers invent with scientists.And chefs develop concepts with cab drivers and CEOs.

Where new bonds are constantly emerging, and creation comes from diverse starting points.And where we embrace the truth that the original spirit of these lands was, is, and will always be. This makes for a place where all of us, identities still strong, come together continuously... melding, experimenting, contributing… to create the next version of our city.

Toronto may forever be the name on the map. But a remix in motion is who we are.

OUR EDITORIALPURPOSE: FUELCURIOSITY

Regardless of their stage in the decision-making and planning process, we meet our audiences where they are at, driving deeper engagement and delivering content that helps them along the buyer journey process.

Our editorial purpose is both the north star when developing content ideas and the gut check before hitting “publish”.

We inspire and inform our audiences to get the most out of the city –to explore, discover, try new flavours, and meet new faces – and finally, to be reinvigorated by these experiences.

OUR GUIDING PRINCIPLES FOR CONTENT DEVELOPMENT

Toronto is a vibrant expression of the progressiveness and inclusiveness for which Canada is known around the world. Our content will be dynamic, infused with our progressive culture and reflect the multitude of diverse voices that defineToronto.

Our content inspires our audiences by unearthing locals-only experiences told through a first-person lens – speaking directly to their many travel motivations, curiosities, and desires.

KEYMESSAGES: CONSUMER

LOCALSCENES & EPIC EVENTS

From the major leagues to our local neighbourhoods,Toronto’s global vibe encourages originality and innovation not found elsewhere in NorthAmerica. We are host and home to colourful entertainment offerings across music, festivals, cultural events, international exhibits and 8 pro sports leagues –including Canada’s only NBAand MLB teams.

GLOBALLYINSPIRED FOOD & NIGHTLIFE

Toronto kitchens are renowned for their global influences and extraordinary cooking talent.Athriving, dynamic bar, lounge and club culture contributes to a vibrant nightlife, while buzzing café and craft-brewery scenes offer the perfect inroads to neighbourhood exploration.

CANADA–AT OUR DOORSTEP

Toronto serves as the primary gateway to the entire country. While any visitor arriving inToronto can experience quintessential Canadian experiences like hockey, and Canadian art, we also have at our doorstep easily accessible natural wonders enjoyed during a day trip – Niagara Falls, Niagara Wine region, Prince Edward County and Muskoka.

KEYMESSAGES: BUSINESS EVENTS

AVIBRANT HUB

NorthAmerica’s fourth most populous city,Toronto is the economic, innovative and cultural heart of the country. Home to big-ticket events, top attractions, restaurants, nightlife, culture, sports, and the driving force of Canada’s leading business sectors including, technology, life sciences and financial services.

PROGRESSIVE CULTURE

InToronto, our renowned multiculturalism is at the root of the true inclusion and spirit of collaboration that is tangible upon arrival. We truly believe that this leads to a diversity of perspectives which hold the promise of generating bold new ideas that have power to change our world.

TEAM TORONTO

DestinationToronto is your partner in producing innovative and successful events. We are a one-stop shop that provides a wealth of tips, resources, connections, local expertise, and facilitation to a diverse range of partners who serve your needs.

CANADA–AT OUR DOORSTEP

Toronto is a vibrant expression of the progressiveness and inclusiveness for which Canada is known around the world. Delegates from around the world can arrive here easily and will immediately experience our Canadian culture and hospitality through venues, restaurants, spaces and foremost in our people.

2024 EDITORIALCALENDAR

JANUARY/FEBRUARY INNOVATION

In this city, diverse perspectives fuel bold ideas and ignite brand-new things. As we kick off the new year, in a time of accelerated transformation, let’s celebrate those bright ideas and spotlightToronto’s innovators, trailblazers and tastemakers.

MARCH/APRIL

CONNECTION

Home to 250+ cultures, 180 spoken languages and over 53% of its population born outside of Canada,Toronto’s global vibe inspires original creative collaborations. We’ll explore the fusion of ideas and traditions connecting the city and its people through food, music, events, business and culture.

MAY/JUNE INCLUSIVITY

Toronto is diverse while striving to be inclusive - a progressive culture reflecting the voices that define the city. Here, we’ll uncover and explore some of the city’s lesser-known stories and, in doing so, shine a light on some of its most courageous artists, innovators and big-thinkers.

2024 EDITORIALCALENDAR

JULY/AUGUST

CURIOSITY

Toronto is a force to be reckoned with in the summer as everything good about it gets amped up. Let’s encourage spontaneity and fuel curiosity. There’s more time for connecting with the world around you as you journey fromAdventureAtoAdventure B – and stumble uponAdventure C.

SEPTEMBER/OCTOBER

CREATIVITY

Acreative spirit thrives here – from stages to alleyways and boardrooms to classrooms. It inspires, challenges and connects us. Let’s dig into the many ways that creativity, in all its forms, breathes life into the city.And be inspired by the ways in which art can push social conversations forward.

NOVEMBER/DECEMBER

CELEBRATION

In this city, all things are celebrated wholeheartedly.As winter approaches, there’s extra time to discover the magic in long evenings, take comfort in a delicious meal with good company and watch the lights set the city aglow.

Indulge in seasonal favourites and create new traditions.

HOW TO WORK WITH US

SHAREYOUR NEWS

Share your newsworthy updates with the team at Destination Toronto. Simply add DTto your media distribution lists (media@destinationtoronto.com).

This information is shared broadly across our team.

Our media relations team actively promotesToronto as a must-see destination for US based travel, lifestyle and business publications.You may share your submission for consideration for media pitching or inclusion in upcoming press trips (if applicable) by completing this form. Also sign up for our Media Opportunities Notice where you’ll receive valuable earned media opportunities

For general content or social requests, you may share your submission for consideration by completing this form. Editorial decisions will consider how the submission aligns to the editorial focus during that time (see calendar).

To ensure that your content is seen by DT's social team, be sure to use our hashtags – #SeeTorontoNow, #MeetinToronto – and tag our accounts.

HOW TO WORK WITH US

UPDATEYOUR CONTENT

Media Hub

DestinationToronto regularly invests in photography and video assets which are made available for use by media, industry partners and community stakeholders.Access the media hub for images and videos available to be used in your content or social initiatives.There is also an opportunity for you to upload rights-approved images of your business that you wish to make available for use by DTin our marketing programs, as well as media and other industry partners (ex. tour operators). Upload your assets here.

Calendar of Events

NowPlayingToronto.com offers a single entry point for event producers to easily list events at no cost. Creating an account allows you to manage your organization or artist profile, venue listing and post or edit your events. Events added to NowPlayingToronto.com are syndicated on DestinationToronto.com and other calendars including NowToronto.com.

1. Go to NowPlayingToronto.com to register a user account.

2. Submit your event information, as well as organization and venue information, if applicable.

3. Keep adding your events as they go live to the public.

Maintain your business listing on DestinationToronto.com

To manage your business listing on DestinationToronto.com, login to the partner portal. If you do not have a password please send an email to memberships@destinationtoronto.com to request one.

HOW TO WORK WITH US

ECO-SUSTAINABILITYAND 2SLGBTQ+ INCLUSIVITY

LISTING BADGES

If you are eligible for a certification badge in either of these areas, we invite you to update your business listing in the Partner Portal. Follow the HowTo Guide for step by step instructions. You can find eligibility requirements here.

If your business has been recognized for your sustainability or 2SLGBTQ+ inclusiveness work in a way that is not currently included on the list of third-party accreditations, please contact partnerships@destinationtoronto.com. If you are not yet eligible for a certification badge, we encourage you to explore our various certification programs AccessNow VERIFIED PROGRAM LISTING

Toronto businesses with the AccessNow badge on their listing have been “Verified” byAccessNow, an accessibility mapping company that assesses businesses for their physical and sensory accessibility.This badge signals that the business’listing includes a detailed review by a professionalAccessNow mapper, with information on its entrances, washrooms, barrier-free services, physical space, staff, and audio/visual experiences.

How Do I Participate?

1. Review the details about the Verified Program here.

2. Send an expression of interest to learn how you can sign up for a verified listing to partnerships@destinationtoronto.com

STAYENGAGEDAND CONNECTED

Sign up for DestinationToronto's bi-weekly industry e-newsletter (Terminal 2) to stay engaged and connected to all things Toronto visitor economy, including data and insights.This is also where we share details of DTprograms and participation opportunities, when available.

We also encourage you to sign up for our various customer e-newsletters to stay connected toToronto's positioning to external audiences.