We've discussed marketing strategies and objectives in class. Objectives and strategies terms often get mixed and blurred in marketing plans. This exercise will help you differentiate between the two and give you some practise in developing objectives, strategies, and tactics without going through long cases or developing a full marketing plan.

In 2017, Toronto Tourism (now called Destination Toronto) changed its positioning and advertising strategy and used the theme line - 'The views are different here'. The theme refers to more than scenery, it wants to highlight and support the attitudes that are experienced in Toronto - inclusive, multi cultural, non judgemental, freedom to live your life as you choose. This was designed to set Toronto up as a different destination, a new positioning to differentiate from other big city destinations.

However, advertising is just one part of the marketing plan. There are lot of other things to consider. I want you to go back in time and consider how the Toronto Tourism DMO got to that point. To do you will need to read some background information to understand how the "Big Idea" was identified like the New Zealand 100% Pure Welcome campaign from last week.

Below are listed several articles about the new campaign for Toronto in 2017to give you some you some background. I would suggest that you watch the ad a few times, then read the Strategy article first and then the other articles about it.

Then, I would like you to determine/recreate the marketing criteria/situation for the 2017 campaign. Use the information provided to imagine/determine how Tourism Toronto got there - what was the DMO's goal, objectives and strategy 5 years ago.

With the information provided in the background links whivh are provided below but make it original dont copy

Toronto 'Back to the Future'

1. The Situation/Background in 2017(9 Marks)

a) List 2 key issues/observations/external conditions that the Toronto DMO observed then (2017) and realized were important and could be used to help develop the marketing plan that would position Toronto differently and uniquely than it had been in past campaigns. (6 Marks)

b)And tell me why you believe they were important to the campaign and attracting travellers?(3 Marks)

2. Marketing Goal and Strategy: (7 Marks)

a) What do you believe was the desired overall goal/outcome of this campaign? (3 Marks)

1. Provide 2 marketing strategies to achieve the Goal you identified above. (4 Marks)

3. Marketing Objectives: (6 Marks)

Provide 2marketing objectives that are specified in the articles or any additional objective(s) that you believe this new campaign was trying to achieve in 2017 and that the DMO would have used to evaluate how well they were achieved 12 - 18 months after the campaign was launched. (6 Marks)

Marketing Tactics:(6) marks)

List 3 marketing activities or tactics that you would have used to achieve the objectives related to the strategy and objectives that you've identified.

Background Reading/Reference -you don't need to read them all - just a variety for background.

https://www.bing.com/videos/search?q=you+tube+-+the+views+are+diiferent+here&view=detail&mid=65BDF48E3DB4E0C4DC0F65BDF48E3DB4E0C4DC0F&FORM=VIRE Television Ad

http://strategyonline.ca/2017/03/07/recognizing-what-makes-up-toronto/ - Strategy Magazine Article - March 7, 2017

www.seetorontonow.com/explore-toronto/this-is-toronto/#sm.0000wvj8er1cwwdo0puavh05pjzd2 - some background & campaign creative

https://www.blogto.com/city/2017/03/torontos-newest-tourism-campaign-not-others/ - BlogTO - March 6, 2017 - shprt article about the campaign

https://crowdriff.com/resources/blog/tourism-toronto-diversity-video-viral - October 24th, 2017

https://www.prnewswire.com/news-releases/tourism-toronto-launches-new-campaign-to-showcase-the-unique-views-in-canadas-downtown-300417886.html March 6, 2017

https://torontolife.com/life/occasionally-cringe-inducing-look-torontos-past-tourism-boosting-videos/

Toronto Life - March 7, 2017

https://www.newswire.ca/news-releases/tourism-toronto-launches-new-destination-campaign-let-yourself-in-817712435.html June 19^th - 2019 - Tourism Toronto Changes Course