With tag lines like "The views are different here", "Beauty has many faces" and "All flavours are welcome", it aims to differentiate diverse, progressive Toronto from the repressive regime in force south of the border. The campaign is being rolled out in Boston, New York, Los Angeles, Chicago and Washington DC - yes, some of the more progressive parts of the States - and I must confess it does make us look pretty cool and sexy.
Toronto has enjoyed seven consecutive years of growth in visitors from the US. About 2.5 million come here every year, and, surprisingly, 70% of them fly here (from cities like Boston, New York, etc) rather than drive.
The ad celebrates Toronto's 183rd birthday which is ... today!
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