Toronto03
The Toront03 Alliance was formed in June 2003 to help revitalize the tourism industry in Toronto and surrounding regions post-SARS.
Problem Addressed
The Toronto region lost around $292 million in visitor spending between July 2003 and March 2004.
Solutions Implemented
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Toronto03 invested significantly in advertising and promoting the Toronto region in the United States over the summer and fall of 2003, and winter of 2004.
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It also helped support events and bring attractions to the city, like the Rolling Stones concert and a taping of the ‘Late Night with Conan O’Brien’.
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Toronto03 was funded by both the federal government in the form of a $10 million contribution and the private sector in $1.2 million in cash donations, including $200 thousand from each of the five major banks. Additional in-kind support was received from many companies.
Key Results
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million in tourism revenue and revived the economy.
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thousand US visitors were attracted to Toronto.
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million potential US tourists were made aware of the Toronto region and its attractions.