Destination Toronto
Purpose | B2B | International

Hello world, meet Toronto.

Challenge.

With global travel booming, Toronto was in danger of being left behind as a top-choice destination. So what do you do when the city you call home calls and asks you to help reverse this trend by making business travellers and tourists see the light of day? You say, yes. Hell, yes.

Response.

We positioned ourselves as Toronto’s Global Ambassador and told the world about the city’s diverse, vibrant and welcoming authenticity. From giant, colourable murals in Brooklyn, personality-based candy stations in Vegas, and web summits in Lisbon, we told everybody we could find why Toronto should be top of their travel list.

We told our story locally, too, by creating themed longer nights, brighter lights artwork in Graffiti Alley – with a vibrant, glow-in-the-dark mural. We also placed instagrammable, 8 ft-tall, art-wrapped snowmen in several strategic positions around town. Then topped it all off by orchestrating a first-of-its-kind wedding on one of Pride’s parade floats. Ten projects. Three continents. And a city put firmly on the map.

Impact: Making the world sit up and take notice.

Claire and her team at Smak are not only a pleasure to work with, but highly competent experiential marketers who have both a creative and strategic mindset.

Jeremy Maunder | Director, Content and Communications | Destination Toronto