TOURISM TORONTO SUPPORTS DESTINATION ANIMATION THROUGH MARKETING PARTNERSHIP INVESTMENT WITH MIRVISH PRODUCTIONS’ “LORD OF THE RINGS”

Tourism Toronto announced today that it will be investing up to $3 million through its Destination Animation Marketing Partnership Investment Program with Mirvish Productions’ world premiere of the musical production of The Lord of The Rings.

The Destination Animation Marketing Partnership Investment Program was created to support greater destination animation experiences for visitors.  Tourism Toronto’s role is to be a catalyst to position and sell marquee events in partnership with other community stakeholders to entice more marquee, visitor-centric events to the region.

 

“Past experience shows that when compelling tourism events or experiences happen in Toronto, visitors will come.”  said Lyle Hall, Chair of the Board, Tourism Toronto. “From a socio-economic and competitive stance, Toronto is one of the most attractive regions in North America to sell marquee events, such as Mirvish’s The Lord of the Rings production.”

 

Tourism Toronto’s partnership investment is made possible as a direct result of implementing the Destination Marketing Fee (“DMF”) program.  “The DMF is a unique solution to funding destination marketing and permits our active participation in multi-party initiatives such as Lord of the Rings.”  Stay tuned, says Hall “there’s more on the way.”

 

The community, lead by Tourism Toronto, has embarked on an extensive re-branding initiative in response to market research to develop a refreshed and compelling Toronto tourism brand to present to the world.  The promise of the new brand would equally provide an inspiring visitor experience. The Destination Marketing Partnership Investment Program includes the following criteria for consideration:

 

·         Must have a strong potential to deliver direct and measurable GTA visitor expenditures

·         Equal or greater event/experience investments are made by at least two other community-based partners

·         Tourism Toronto’s role will be exclusively as a “marketing partner” with  investment, dedicated strictly and exclusively to visitor experience marketing outside the GTA

·         Must be consistent with the destination’s brand elements and the tenets and objectives of the Association’s annual marketing plan.

 

Marketplace research, particularly from the US Border States and from Tourism Toronto’s own member/partner consultations have revealed a community need for new and compelling visitor experiences that prompt consistent four-season leisure and business travel visitations to spur tourism renewal.

 

“The word is out that Toronto is a remarkable place to visit.  With the recent release of two major articles in Condé Nast Traveler magazine and Wallpaper in the UK, Toronto is registering as a top destination worldwide. Tourism Toronto’s ongoing efforts to encourage additional destination animation to the city and region are part of our association’s 2005 marketing plan,” said Bruce MacMillan, President and CEO, Tourism Toronto.

 

Recently, in an unprecedented move hailed by all organizations as a “win, win, win” situation, Tourism Toronto created a partnership investment program to support the marketing efforts for both Mississauga Tourism and the Regional Municipality of York (York Region).  The opportunity to work with partners to present the Greater Toronto region to common tourism markets will benefit all of the GTA.

March 16, 2005   Posted in: Canada