Torontoist has had a long history of critiquing Tourism Toronto’s lackluster ad campaigns. Remember Toronto Unlimited? We had a field day with that one. And those awful Live With Culture ads? Yuck.
But it seems like the appointment of David Whitaker as Tourism Toronto’s president back in March injected a little spirit into the agency. Earlier this week, they announced a new campaign targeting gay tourists from the States.
The tagline? Toronto: As Gay As It Gets.
After all, gay tourists are paying tourists. It’s estimated that the gay travel market is a $55-billion a year industry worldwide (in the marketing industry, it’s called “pink money“). Research shows that gay Americans frequently travel, hold passports, and don’t mind dropping a few hundred bucks on a bottle of Amarone to go with their duck confit.
But is Toronto truly “as gay as it gets”? Sure, its most notable landmark is a giant phallus, but can it really compare to homo hotspots like San Francisco or Key West? Regardless, as the home of legal same-sex marriages and one of the largest Pride festivals in the world, we’re just surprised that Tourism Toronto didn’t think of this years ago.
Original photo by Sherry and Carl in the Torontoist Flickr Pool. Edits by Karen Whaley.