City of Toronto Hearts xoTO, Too
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City of Toronto Hearts xoTO, Too

xoTO’s logo.

It’s not a slogan, it’s not for tourists, and it’s not much yet, but Torontoist has learned that the City of Toronto is in the midst of rolling out a new campaign all revolving around four letters: “xoTO.” The campaign’s aim is simple: get Torontonians to talk more about what they love about their city.

The first public step was the quiet launch of an @xoTO Twitter, which right now is busy re-tweeting snippets of information about Saturday night’s Nuit Blanche. That’s for good reason: the second step is a series of projections during the all-night event, which’ll see tweets tagged #xoTO thrown onto walls in each of the three zones. After that, it depends—it’s hoped that the initiative will be shaped by what the public wants from it rather than what the City decrees it ought to be.

The unveiling of xoTO also coincides with Torontoist’s Toronto slogan competition—one finalist of which is “Fall in XO with TO.” That’s a happy coincidence, though: the City has had the brand in the works for months, and how they’re using the phrase might even mitigate some concerns about whether out-of-towners will get it. They’re not supposed to.