Tourism Toronto’s 2017 campaign, "The Views Are Different Here," positions the city as a uniquely diverse and inclusive destination that offers international travelers both excitement and memorable experiences. The brand proposition centers on Toronto’s multifaceted appeal—a city where cultural diversity is embraced, and visitors can encounter a range of vibrant urban experiences from world-class dining and entertainment to sports, culture, and nightlife. The campaign promises visitors an authentic, open, and welcoming environment, distinguishing Toronto not just by its attractions but by the inclusive mindset that defines the city’s identity.
Strategically, the campaign leverages the insight that modern travelers seek destinations offering both rich cultural variety and a sense of belonging. By emphasizing Toronto’s diversity and openness, it connects with international audiences who value inclusivity as part of the travel experience. The narrative-driven, film medium approach captures real-life moments that highlight the city’s dynamic character and varied perspectives, making Toronto relatable and intriguing. The campaign’s messaging invites viewers to “let their guard down,” suggesting Toronto is a place where visitors can truly engage and feel comfortable, differentiating it from more traditional, transaction-focused tourism advertising. Social media integration further supports this strategy, fostering ongoing engagement and discovery beyond the initial view, which helps position Toronto as an accessible and desirable urban destination on the global travel map.
FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to.
This campaign, "The views are different here," centers on Toronto’s diversity and inclusivity, presenting the city as a destination where everyone can find belonging and excitement. The language and visuals implied in the provided description—such as “all flavours are welcome” and “beauty has many faces”—suggest the campaign showcases a blend of experiences and people representative of the city’s cosmopolitan makeup. Rather than following a singular narrative, symbolic device, celebrity presence, or overt problem-solution structure, the campaign constructs an aspirational and relatable portrait of Toronto’s typical visitor or citizen. By inviting viewers to see themselves reflected in the city’s diversity and allure, it establishes associative imagery intended to resonate with multicultural and cosmopolitan travelers, which is the defining feature of the ASSOCIATED USER IMAGERY format.
1. Visit Vancouver – Market Positioning
Visit Vancouver positions itself as the gateway to breathtaking natural beauty combined with vibrant urban culture. It emphasizes sustainable tourism, outdoor adventure, and indigenous heritage experiences, attracting travelers seeking both relaxation and authentic cultural immersion in Canada’s West Coast’s scenic landscapes.
2. Montreal Tourism – Market Positioning
Montreal Tourism highlights the city’s rich European flair, culinary excellence, and dynamic arts scene. It appeals to visitors looking for a culturally immersive experience, blending historic architecture with contemporary festivals, nightlife, and a bilingual atmosphere that bridges North American and French influences.
3. Ottawa Tourism – Market Positioning
Ottawa Tourism promotes the city as Canada’s political and historical heart, focusing on cultural institutions, heritage sites, and nature along the Rideau Canal. It markets itself as an accessible, family-friendly destination with year-round activities including winter festivals and summer outdoor adventures.
4. Calgary Tourism – Market Positioning
Calgary Tourism leverages its reputation as a western gateway to the Canadian Rockies, merging urban sophistication with rugged outdoor experiences. It emphasizes energy, cowboy culture, and major events like the Calgary Stampede, appealing to travelers interested in a blend of city life and wilderness adventure.
5. Quebec City Tourism – Market Positioning
Quebec City Tourism differentiates through its well-preserved colonial architecture and distinct Francophone culture. It targets travelers who desire a romantic and historic atmosphere, featuring charming old town streets, seasonal festivals, and authentic Quebecois cuisine, highlighting its status as North America’s oldest fortified city.
Q: What is The views are different here about?
A: The views are different here is a 2017 campaign created by JWT for Tourism Toronto, targeting international travelers with a film-based approach. The campaign was launched in Canada and centers on showcasing Toronto as the country’s largest and most-visited city, celebrated for its vibrant diversity and inclusive spirit. Through dynamic visuals and storytelling, it highlights the city’s array of experiences—ranging from world-class dining and entertainment to sports, culture, and nightlife—while positioning Toronto as a welcoming destination where visitors can feel a genuine sense of belonging and excitement.
Q: What creative device does The views are different here use?
A: The views are different here employs the ASSOCIATED USER IMAGERY creative format, as classified by Clapboard’s 12-format taxonomy. This approach constructs an aspirational and relatable portrait of Toronto’s typical visitor or citizen, using imagery and narrative to reflect the diversity and cosmopolitan character of the city. Rather than relying on a single storyline or celebrity, the campaign invites viewers to see themselves in the city’s multicultural fabric, making the experience both accessible and personally resonant for a global audience.
Q: What is the campaign proposition for The views are different here?
A: The campaign proposition for The views are different here positions Toronto as a uniquely diverse and inclusive urban destination, promising international travelers a blend of excitement and authentic experiences. Tourism Toronto’s message is that the city is defined not just by its attractions but by its open, welcoming mindset—an environment where all visitors can find belonging and discover something memorable. This strategic positioning speaks directly to modern travelers who value cultural variety and inclusivity, setting Toronto apart in the travel and hospitality sector as a city that encourages genuine engagement and connection.
Q: How does The views are different here rank in Clapboard's archive?
A: The views are different here holds a Clapboard Campaign Score of 69/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the hospitality and tourism category.
Q: Who are the competitors in Tourism Toronto's category?
A: In the travel and leisure sector, Tourism Toronto competes with several major Canadian destinations. Visit Vancouver positions itself as the gateway to natural beauty and vibrant urban culture, emphasizing sustainability and indigenous heritage. Montreal Tourism highlights a blend of European flair, culinary excellence, and a dynamic arts scene, appealing to those seeking cultural immersion. Ottawa Tourism focuses on the city’s political and historical significance, offering accessible, family-friendly experiences year-round. Calgary Tourism merges urban sophistication with outdoor adventure and cowboy culture, while Quebec City Tourism differentiates through its historic architecture and romantic Francophone atmosphere, attracting travelers interested in heritage and authentic Quebecois experiences.
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