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TOURISM NOW
TOURISM NOWNOVEMBER 18, 2009

Photo: Funerary Mask of Psusennes I, Colossal Statue of Amenhotep IV/Akhenaten, Funerary Sandals (from Tut's tomb), Funerary Figure (Shabti), (from Tut's tomb) - © Sandro Vannini.


IN THIS ISSUE - HIGHLIGHTS

  • Pan Am Games Coming in 2015
  • Holiday Campaign Garners Award and Kicks Off for 2009
  • Member Holiday Celebration Still Open for Registration

TOURISM SNAPSHOT
RRR Helps 100 Families!
Tourism Toronto's Relax, Recharge, Renew program has reached an important milestone. The initiative that provides local families of children with special needs a weekend break in Toronto has now helped 100 families take a break. Over 140 Tourism Toronto members have stepped up to support the program helping to provide 200 hotel room nights, over 400 evening meals and hundreds of tickets to attractions, museums, entertainment and events.

The program has recently been recognized by Destination Marketing International Association as a Destination Champion, and by the Tourism Industry Association of Ontario as Tourism Innovator of the Year.

We are very grateful to our supporting members, as are the families who've enjoyed their generosity. Our goal for 2010 is to provide another 100 families with a weekend to remember. To learn how you can participate in the program for 2010 please contact Tom Griffin at 416-203-3813 or by email: tgriffin@torcvb.com. More information about Tourism Toronto's social responsibility programs is available here.


HIGHLIGHTS
Toronto Takes Pan Am Podium
Tourism Toronto is anticipating great benefits to tourism to come out of the 2015 Games. Approximately 250,000 people are expected to attend and TT worked alongside the bid organizers to ensure hotel capacity and room agreements with GTA hotels were in place. At a minimum, TT is projecting 20,000 hotel rooms to be utilized each night during the Games, generating $30 million in hotel sales alone. Additional benefits expected are a legacy of venues that will be in full compliance with International Sport Federation specifications, enabling Tourism Toronto to bid on more large sport events. As well, many of the participating Pan Am countries are in Latin American markets that are the focus of TT's sales and media relations efforts, so the extra media attention for the city bodes well. Already the media coverage across the Americas has been abundant as news outlets as prestigious as the New York Times and the Washington Post ran items about the Games win for Toronto.

Holiday Campaign - Kudos & Launch
Tourism Toronto's 2008 holiday campaign has once again been recognized for excellence as the Tourism Industry Association of Canada awarded it for being the Best Online Marketing Campaign of the Year. The category is designed to "recognize an online marketing campaign that increases business and enhances Canada's visibility as a superior tourism destination." The campaign showcased Toronto as a "must see" holiday destination, illustrating the magic of the season and a fantastical world that combined holiday product with Toronto landmarks and seasonal activities.

TT launched the 2009 version of the campaign on November 1, once again using both traditional and on-line vehicles, and targeting a high-value adult market, with a focus on female travel decision makers. The campaign runs into December, with full-page ads in a range of news and lifestyle magazines, newspaper inserts, lifestyle television programming (CityLine) and display banner ads on heavily trafficked websites such as tripadvisor.com and toronto.com. The Campaign positions Toronto as a unique holiday experience that can't be found at home and offers special hotel rates and holiday packages.

TT and AGO Partner on Tut Marketing
Tourism Toronto has partnered with the Art Gallery of Ontario in a co-operative marketing program to promote the exhibition King Tut: The Golden King and The Great Pharaohs. As a result of this partnership, Tourism Toronto has secured a block of tickets to be packaged with the sale of hotel rooms, prominently featured on www.SeeTorontoNow.com, leveraging the current holiday campaign efforts and benefiting from TT's online traffic. The exhibit runs from November 24, 2009 to April 18, 2010. Out of town marketing support includes a focus on Montreal, Ottawa, pan-Ontario and Upstate New York.

USA Today Touts Toronto as Second Home
TT worked with the number one daily newspaper in the U.S. (3.7 million readers and 9.5 million online visitors) to feature Toronto as an alluring destination for second home buyers. Although the article centres on Toronto's ability to rise above tough economic times to maintain a booming condo market, it also highlights attributes of the city - many of which are the same as those that appeal to tourists - such as museums, performing arts, professional sports teams and our global culture and cuisine.

Wooing the Corporate Client Back
On October 22 Tourism Toronto, in partnership with the luxury hotel group, hosted the "2009 Imagine Creativity, Imagine Toronto" event in New York City. The event brought together representatives from Toronto's luxury group of hotels, a TT sales team and approximately 40 key corporate clients from New York. The team was able to secure the very exclusive Esquire Soho Apartment at Soho Mews as the venue for our dinner event. Having been recently awarded a BizBash Style Award for the 2008 event, there was a lot to live up to and by the reaction from our guests at the end of the night, we did not disappoint. New York is one of our most important markets for corporate meetings and these events are key to tightening the existing relationships and forging new ones.

Washington Post Likes Our Lines
A recent Washington Post article "The outlines of Toronto, old and new" features the city's architecture and culture and keeps up Toronto's reputation as a hub of architectural bounty in the U.S. market. The Post has a Sunday circulation of nearly 900,000 and online receives almost 8 million unique visitors monthly.

UAE Eyes Toronto's Upscale Side
The Media Relations team worked with a writer from Aspire magazine the in-flight magazine for Etihad Airways - the National Airline of United Arab Emirates - from November 15-17 to experience high-end Toronto. The theme of the article will be winter luxury for the January/February issue of the magazine. Aspire has a readership in excess of 150,000 readers per issue and Etihad Airways carries more than 6.5 million passengers annually.

Argentine Press Samples Toronto En Route to Hong Kong
In an effort to promote the layover route from Buenos Aires, Argentina to Hong Kong via Toronto, TT's Media Relations hosted a group of Argentine press in the destination. Some of the press included Editorial Prime Contrasenas (bi-monthly magazine for American Express corporate members, circulation 17,000), Apertura (monthly financial/business magazine, circulation 18,200), Travel Time (monthly travel magazine, circulation 10,000), La Nacion (major national newspaper, circulation 255,000), Clarin (major national newspaper, circulation 755,000), and Mercado (monthly business magazine, circulation: 17,000).

Bonding Over Boeuf Bourguignon
The Canadian Corporate Team along with 11 members and 22 clients cooked up a storm at L'Academie Culinaire in Montreal at the October 29th Tourism Toronto Signature Client Event. Besides perfecting our culinary skills and cooking up some French cuisine, this was an excellent opportunity to connect with new and existing clients. Montreal is a primary market for Canadian corporate business and having visibility in the marketplace has proven to be very fruitful for our city.

Quebec Beams on Toronto
As a result of hosting a freelance Quebec City-based journalist in August on a French-themed press trip, Toronto was featured in the October 31 issue of Le Soleil (print and online). The article "Toronto: cinq millions d'habitants, 64 nationalités et 110 langues" focuses on the diversity and neighbourhoods of the city. Le Soleil is a daily French-language newspaper with a print circulation of 80,000 and unique online visitors of 4,400.

Portugal Gets a Thorough Look at Toronto
In late August, Portugal's Blue Travel Magazine editor was welcomed by TT. That visit resulted in a feature of more than 20 pages in the magazine's October issue! Blue Travel is a monthly magazine about tourism and travelling with a circulation of 20,000 and the article represents advertising value of $127,600.

PCMA Events
On November 18 in Washington, D.C. Tourism Toronto again sponsored the Professional Convention Management Association (PCMA) Capital Chapter Annual Meeting. This event featured approximately 200 leading association professionals and meeting suppliers and represented another key opportunity to initiate and develop relationships with association leaders.

On November 12 Team Toronto visited Kansas City, MO to participate in the Heartland Chapter of PCMA Annual State of the Industry Address. This event again drew a crowd of more than 100 association professionals and other industry leaders. The tone in the room was cautiously optimistic and most attendees seemed to believe that 2010 would bring better things for all in the industry. Kansas and Missouri remain important secondary markets and having a presence at these industry events is vital to maintaining a visible profile.

On November 4, TT participated in the Greater Midwest Chapter of PCMA Annual Charity Bowl-A-Thon. This annual event raises money for a different local charity and the combination of philanthropy and professional networking drew a near record crowd of approximately 400 meeting professionals and supplier partners. The Bowl-A-Thon wrapped up a day of chapter leadership meetings and an education session about how to work better with your CVB. With Tourism Toronto strategically positioned on the GMC-PCMA Board of Directors and as Committee Chairs our profile has never been higher in this important Midwest market.

More In-Flight Opportunities
Media Relations hosted prominent U.K. writer Sally Howard from November 4-11. Sally is working on several features - Toronto as an arts city, the varied culinary scene in Toronto and interviewing famed U.K architect Will Alsop (who designed the OCAD building). Sally is on assignment for in-flight magazines for Emirates and Cathay and will no doubt get lots of media mileage from her visit here.

350 Million Viewers Can't Be Wrong
In October, China Travel Channel aired the first of several episodes on Toronto that resulted from their visit in September in partnership with Tourism Toronto and OTMP. The first 15-minute episode explored Toronto during the Toronto International Film Festival - capturing celebrities on the red carpet; checking out free films at Yonge-Dundas Square and highlighting Toronto streets and neighbourhoods that were the backdrop for popular Chinese films. China Travel Channel is the only satellite travel and lifestyle channel in China, and reaches over 350 million viewers.

PEOPLE & PLACES
The Metro Toronto Convention Centre was recently presented with the Building Owners and Managers Association Building Environmental Standards (BOMA BESt) Level 3 certification. Level 3 is the second highest level of certification available from BOMA, recognizing environmental leadership within the commercial real estate industry. The BOMA BESt program requires that best practices of energy and environmental management be met. Other members who are among BOMA's BESt are: CN Tower, Ontario Science Centre, Toronto Eaton Centre and Brookfield Place.

With meeting planners and travellers increasingly on the lookout for venues and destinations that are environmentally responsible, having Toronto's hotels, meeting places and attractions take steps to be "green" is not only the right thing to do, it's good for business. Kudos to all!

WHAT'S NEXT
The Expo So Nice They Named It Twice
From December 7-11 TT will participate in the International Association of Exhibitions and Events Expo! Expo! Convention in Atlanta, GA. Each year Expo! Expo! draws more than 1,100 event managers with nearly 50 per cent of attendees at the level of Director or above. A strong presence in the Canadian Tourism Commission pavilion allows us to demonstrate Toronto's robust tradeshow facilities and event hosting capabilities to the industry. Participation in Expo! Expo! is an important part of our strategy to identify and deliver new business opportunities to the community.

Classic Midwest Matchup
The Chicago Bears vs. Green Bay Packers game on December 13 is the backdrop for TT's second annual association client event. Secure from the elements in a suite at Soldier Field, prospective and tentative clients will be able to enjoy the NFL's oldest rivalry and network with members of Toronto's hospitality community.

Holiday Showcase
On December 15 more than 3,000 meeting professionals and vendors will descend on the Association Forum of Chicago annual Holiday Showcase Education Conference and Tradeshow and TT will be there in force. This is a "must attend" in the Chicago meetings industry calendar as each year more than 2,000 qualified buyers walk the aisles of the tradeshow floor. While not truly a lead generating tradeshow in nature, a visible presence at "Showcase" is a must to keeping a strong profile in the Chicago market as vendors are noteworthy in their absence and conspicuous in their lack of flair!

Upcoming Meetings & Conventions (500+ Delegates)

Dates Meeting/Group Name Attendees
Nov 16-19 Ellison Travel & Tour - Toronto Dramafest '09 800
Oct 18-26 Canadian Association of Accredited Mortgage Professionals 2,000
Nov 29-Dec 2 TDL Group Corp - Regional Sales Meeting 1,000
Nov 30-Dec 7 BMO Skate Canada Eastern/Western Challenge 2,000
Dec 6-10 TD Bank - TDBFG 1,000
Dec 6-11 RFID Journal - Live Canada 500
Dec 28-Jan 4 National Collegiate Athletic Association - 4th Intl Bowl 40,000


MEMBER FOCUS
Member Holiday Celebration
You still have time to register for Tourism Toronto's annual Holiday Celebration on December 8 at the Metro Toronto Convention Centre. Over 700 RSVPs have been received to date, so join your fellow members and industry guests to kick off the holiday season. Details and registration are here.

In addition to the regular festivities, we have an added bonus event at 3 p.m. Second City Communications is presenting a preview of "Welcome to Toronto! We’ve Been Expecting You!" a hospitality excellence program and community engagement initiative by the City of Toronto, the Ontario Ministry of Tourism and Tourism Toronto. Come for a free sneak peek of this exciting program. (Please register separately from the holiday celebration.)

Put Your Best Page Forward
This is a reminder that all members have the opportunity to show off their brand on Tourism Toronto's website by adding your company logo and a photo representing your service or product. If you need a refresher on how to enhance your webpage or if you forgot your password, please contact Denise Belgrove in your Member Care department: dbelgrove@torcvb.com or 416-203-3823.

Volunteer With DMAI
Destination Marketing Association International (DMAI) is looking for passionate DMAI members to volunteer on three committees focusing on the most pressing issues currently facing the industry: advocacy, technology and social responsibility. Find out how you can get involved.

Welcome Tourism Toronto's Newest Members

Attractions
Tarragon Theatre

Meeting Services
ASYMETRIC Media Ltd.
Conundrum Adventures
Marigolds and Onions Catering & Event Production
YOPE Corporation

Retail
H&M - Bloor/Yorkville
H&M - Dufferin Mall
H&M - Queen West
H&M - Toronto Eaton Centre

INDUSTRY EVENTS
Cool Is the New Hot
One of the hottest events on the festive calendar is MPI's Holiday Gala. With Winter Chic as the theme, you will be immersed in a sleek, modern environment featuring tones of white, silver, ice blue and even a cool mist. The 20th Annual Gala is on December 3 at the Conference Centre in the International Centre. Visit MPI Toronto's website for more information and to register individuals or reserve a corporate table of eight.

Tourism Toronto: Toronto Convention & Visitors Association
UPCOMING
EVENTS ACROSS
THE REGION
  Nov 13-22
The Sleeping Beauty
Four Seasons Centre

Nov 19
Jimmy Buffett
Air Canada Centre

Opening Nov 19
On a Pedestal
Bata Shoe Museum

Nov 20-22
Seasons Christmas Show
International Centre

Nov 21
Michael Kaeshammer & Jill Barber
Koerner Hall

Nov 21
Vaughan of a Kind Art & Craft Show
Woodbridge

Nov 24-
Apr 18, 2010

King Tut: The Golden King and Great Pharaohs
Art Gallery of Ontario

Nov 28-Dec 31
Scotiabank Cavalcade of Lights
Various locations

Dec 2 & 3
Toronto Symphony Orchestra - Dvorak's New World Symphony
Roy Thomson Hall

Dec 3
Buffalo Bills vs New York Jets
Rogers Centre

Dec 6
The Nutcracker - Ballet Jorgen
Living Arts Centre

For a complete listing of events please go to our online events calendar.

WHAT THEY'RE
SAYING
"We drove in from Ottawa and met our closest friends, another couple who lived in Toronto. I remember queuing to get in...it was a stunning exhibition and I still have the catalogue somewhere. I will be coming back to Toronto from Ottawa where I now live again..."

— Anu Bose from Memories of King Tut 1979
MEMBER
TOOLKIT
EVENT CALENDAR

UPDATE YOUR LISTING

TOURISM TORONTO 2010 BUSINESS PLAN

TOURISM TORONTO 2008 ANNUAL REPORT

TORONTO
INSIDER
Did you know? Amongst the thousands of funerary goods found in Tutankhamun's tomb were chariots once thought to be merely symbolic items for use in the afterlife. Recent analysis of the wear marks on one of the hunting chariots reveals it was well-used, and it is now thought that rather than being a sickly child, Tutankhamun was a very active pharaoh, going hunting on a regular basis.
We want to hear your feedback on this newsletter. Email us at newsletter@torcvb.com with your thoughts and suggestions.

Tourism Toronto is the sales and marketing organization for Greater Toronto's diverse and compelling tourism experiences, representing 1,200 member businesses. Visit us at www.SeeTorontoNow.com.

Tourism Toronto is located at 207 Queens Quay West, Toronto, Ontario, M5J 1A7.