Just like Will Smith circa 1998, Tourism Toronto is going to Miami.
In the latest in a series of weird decisions (like that weird-looking Toronto Unlimited logo or that utterly crappy “Live With Culture” ad campaign), the organization has hired David Whitaker as their President. The Financial Post reports that Whitaker, an American citizen, has been working for the Greater Miami Convention and Visitors Bureau since the early 90s, and is currently the Bureau’s Executive Vice President. Miami.
Tourism Toronto’s mission, as they put it, is to “be the authoritative source for greater Toronto region tourism knowledge,” but the hiring of Whitaker seems like a move in the opposite direction—wouldn’t, like, someone who’s lived here at some point in the past decade and a half be more of an authority? Miami seems nice and all, but what does it have in common with Toronto?
We can see the next “Live With Culture” ad now: “Toronto. Nothing Like Miami. Except for our President of Tourism.”