Sunday, January 28, 2007

Toronto: White with Culture

Fresh from the overwhelming success of the Toronto Unlimited campaign. The folks down at Nathan Phillips' Square (or the folks they hired) have come out with a new ad campaign. This one is aimed at advertising Toronto's culture. They call it Toronto: Live with Culture. So how do you advertise one of the world's most multi-cultural cities? With a bunch of whiter than white bread people. Four ads, 10 models, all white. Give me a break! Okay, yes we are trying to appeal to the United States so maybe we don't put a woman in a headscarf in the ad. Americans can be a little Islamophobic. But give me a break! There's a half a dozen major cultural events hosted by various Chinese groups. Caribana, or whatever they're calling it, anyone? You want to stay white? You could at least get out of the WASP domain for a minute and promote Taste of the Danforth and Corsa Italia. How do you sell Toronto? How about Toronto: The World Lives Here. This is not hard! Stop trying to sell Toronto with comparisons. We aren't just a world class city, we're the best city in the world. Don't take this the wrong way, but am I the only one who is getting sentimental about Mel Lastman's mayorship?

1 comment:

Joseph Krengel said...

You've obviously never ridden the Sheppard Subway line if you're pining for Mel Lastman...

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