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Slogan smells ‘so good’

When you attract attention for all the wrong reasons, you might as well try to play it for a laugh.

When you attract attention for all the wrong reasons, you might as well try to play it for a laugh.

That’s the thinking behind a new promotion launched by Tourism Toronto with the slogan: Toronto never smelled so good.

The summer has been made miserable for the tourism industry by a dreadful economy and dismal weather, capped by the 39-day civic workers’ strike that left overflowing trash bins and temporary garbage dumps scattered around the city.

Andrew Weir, vice-president of Tourism Toronto, says visits during the spring were down 10 per cent, and although July numbers aren’t in yet, every indication is that the trend has continued.

The agency decided to try to reverse the trend in August and came up with a campaign aimed at drawing more visitors from southern Ontario for short overnight trips.

“We’re going to take the strike head-on, and use it as an opportunity to invite people back,” Weir said.
“It’s been top of the newscasts for the last 40 days. The best thing we can do is let them know the experience here is as high-quality and exciting as it’s ever been — and now there’s no garbage piled up. There’s that added benefit.”

 
 
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