Nothing halts tourism quite like a global pandemic. After a complete international border shut down and slow re-opening, US travelers – essential to our visitor economy – grew accustomed to domestic travel. We set out to make Toronto stand out in a crowded space and entice US travelers to visit.
The end result is so much more than a tourism campaign, it is a love letter to the city.
Through a multi-year strategy grounded in research and stakeholder work sessions, we defined a unique story for the city. What emerged was not just diversity as a strength, but the power of perspectives coming together — building, rebuilding, and harmonizing around a shared striving for more. A city where cultures remix, creating new ideas and inspiration. Never finished. Always in motion.
A beautiful truism but hard to explain. To get US travelers to consider Toronto again, we needed to make them feel it. That inspired us to turn to prominent Toronto creators to show the city from their personal perspectives. The You Gotta See What We See campaign invites Americans to experience different yet connected perspectives through the eyes and creativity of the Torontonians who love it.
The You Gotta See What We See campaign resulted in over 600M impressions that drove 5.2M+ users visiting the Destination Toronto website, which was our priority KPI. More importantly, it contributed to more than 50% increase in U.S. visitors coming see what we see in Toronto.
100+ Torontonian Interviews
50% YoY increase in U.S. visitors
5.2M+ site visits