City of Toronto, Economic Development Office

"Toronto Unlimited" Brand Repositioning Campaign

The City of Toronto, Tourism Toronto, Ontario Ministry of Tourism and Recreation and the Toronto City Summit Alliance partnered to create Toronto Unlimited - a brand strategy to re-position Toronto as a premier global tourist and business destination. From the initial launch, the Toronto Unlimited brand was met with mixed reviews by the media, the public and business communities. A common thread was the lack of understanding around the position “Engage Your Imagination in a City of Unlimited Potential”.

Although the initial launch was publicized, it was not targeted toward the local business community; Therefore many business leaders were unfamiliar with the brand or its relevance to economic development. Mindshape was retained to work with the city in developing an integrated Advertising and Communications Strategy that would create greater awareness of the brand and its relevance in helping to promote Toronto’s key economic sectors.