A Return to Marketing Toronto to Visitors from Ottawa and Montréal
At Destination Toronto, we live and breathe promoting this incredible city to locals and visitors, alike. And now, after 18 months, we’re thrilled to once again be promoting Toronto in two of our key source visitor markets - Ottawa and Montréal.
An unprecedented time calls for an unprecedented campaign. For the first time, Destination Toronto has teamed up with Ottawa Tourism and Tourisme Montréal for a new campaign - City Friends with Benefits.
Launching today, City Friends With Benefits invites locals from each city to explore the three-city corridor when they’re ready to travel again. And there couldn’t be a more important time to do it. The invitation to visit comes as the tourism industry and urban destinations begin to recover after nearly two years of impact from COVID restrictions.
We want to let you in on all the secrets about the campaign. Here are some burning questions and answers that give you all the gossip about our new City Friends with Benefits.
What’s City Friends With Benefits all about?
City Friends with Benefits is an invitation for travellers from each city to escape their home town and visit the other cities. The campaign is a playful and cheeky take on the notion of “friends with benefits,” purposely light-hearted in contrast to the heavy news environment we have all been under at a time when we were also isolated and forced to stay at home. The campaign was not built to promote all of the ‘stuff’ each city has to offer a visitor but rather to capture the personality of each city and use that to get consumers excited about urban travel again and creating buzz around their love for the three cities.
What’s behind the campaign?
Anchoring the campaign is the release of a new song that we know you’ll recognize, called The City Friends with Benefits Song (Escape). The track is a re-write and reworking of the iconic and undeniably catchy “Escape (The Pina Colada Song)” to entice residents to plan their next city escape. The tongue-in-cheek single comes with a newly-produced video that captures the spirit, vibe and personality of each city while simultaneously being self-aware of the playful relationship between the destinations, and being stuck at home during the pandemic.