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Case study: Tourism Toronto

New flights routes = new press opportunity

Combining a mega-month for ‘Canada’s Downtown’ with Tourism Toronto Media Relations Manager visiting London for an annual Media Mission and an array of new no-frills flight route launches from Gatwick and Glasgow.

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About Tourism Toronto

Tourism Toronto (a.k.a. Toronto Convention and Visitors Association, or TCVA) is the official destination marketing organisation for Toronto’s tourism industry. Tourism Toronto focuses on promoting and selling the greater Toronto region as a remarkable destination for tourists, convention delegates, and business travellers. Officially operating as a not-for-profit agency, Tourism Toronto has over 1,100 members and is a partnership of public and private sectors.

White Tiger set up ten face to face consumer and trade media briefings, in addition to a hip Hoxton networking event, to give 20 handpicked media a true taste of Torontonian hospitality. Eleven UK media explored Toronto in May 2016 with two press trips: one in partnership with WestJet and another – entitled ‘Fit For A Queen’ – to showcase the city’s upscale offering including; CNTower Edgewalk, Toronto Islands and some exceptional restaurants. Outlets secured included Good Housekeeping, Yahoo! Style,, City AM, The People and Sunday Express.

Toronto is a diverse and vibrant year-round destination and is increasingly well serviced by flights from the UK. Unique and welcoming, this ‘city of neighbourhoods’ is increasingly compared to destinations like New York and San Francisco. One of the most multicultural cities in the world, Toronto benefits from a thriving culinary and arts scene. A vibrant nightlife and lakeshore, combined with annual events like Pride and TIFF (Toronto International Film Festival) and the host of The INVICTUS Games in 2017, ensure it remains well and truly on everyone’s must visit list.

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