Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header about About Home Profiles articles Tools forums inspirational quotes About facebook Twitter YouTube Blog
Share for a Cause











Creating a Toronto Tagline

Guest post by: Faith Seekings

Article Overview: Rapport is invited to submit one clever statement to sum up Toronto’s DNA. Though rushed and free, a fun exercise and good exposure, we agreed. Read the full article to find out how we arrived at ‘Toronto... It’s Where the World is Going.’

Free Download - Does Your Marketing Plan Live in a Drawer? By Faith Seekings
Name: Email:

Creating a Toronto Tagline

Ken and Ian from Blueprint recently approached me with a fun opportunity. Blueprint works with companies to help them uncover their core proposition (why one should buy from them over the competition). With the upcoming municipal elections, creating a tagline for the city seemed like a fun exercise. Jennifer Wells, a reporter for the Toronto Star, explained the Blueprint process and reported on the progress in uncovering the city’s DNA, asking readers to share the words they felt best fit Toronto. The response was staggering – 500 replies in three days.


The responses were run through Wordle, indicating the top three words were ‘Toronto’, ‘World’ and ‘City.’ That’s very cool because a key statement from Blueprint’s work was ‘Toronto is a World City.’ Nice to know you’re on the same track as so many others.


The core proposition statement Blueprint arrived at was ‘Embracing the World.’


The Creative Challenge


It wasn’t simply a marketing exercise. The original idea wasn’t to come up with a tagline, but the core statement and story of Toronto’s DNA. Once the exercise was complete, they realized the statement sounded like a tagline, which could be confusing, so why not actually develop a tagline?


Blueprint approached five Toronto agencies, including Rapport. Though rushed and free, a fun exercise and good exposure, we agreed. The creative brief boiled down to this: Toronto is a city that truly embraces different cultures, allowing a lot of great things to happen here. Because of this attitude and results, Toronto is a model for cities around the world to follow.


One Clever Statement to Sum up Toronto’s DNA


We assembled our top writers Beth Parker and Jim Murray, plus our brand strategist Terri Carson and new Rapport team member Samantha Esteves for a brainstorming session. There were many ideas like ‘I belong. We all belong.’ and ‘Make Yourself At Home.’ They were compelling, but none hit both notions: embracing the world, and Toronto as a model for the world. Then suddenly, an idea formed in Jim’s head and the top contender popped out: ‘Toronto… It’s Where the World is Going.’


This bit of creative genius was included with the other agency’s submissions in the Sunday Star October 10, 2010.

Related Articles
  10 Rules For Great Taglines
  Taglines - Why Your Brand Needs a Tagline
  Toronto Real Estate Trend and Market – What is the Current Outlook?
  Taglines Passe? Try Six-Word Memoirs.
  Toronto Real Estate & Mortgage Trend and Market – What is the Current Outlook?
  Strategic Tips To Help Clients & Customers Remember Your Brand
  Tagline, You're It
  Taglines
  Taglines, a misused and misunderstood marketing tool
  Finding the Next Step
  Branding Companies
  5 Tools to Build Your Brand Platform
  Your Project Plan for Re-branding
  Copy or Design, Which is More Important?
  The Trouble With Taglines Why This Catchy Phrase Can Lead You Astray and What You Can Do About It
  Real World Advice on Cost of factoring of receivables in Toronto – Board the Receivable factoring Bus!
  Linkedin Tips From a Sales Coach | Business Coach
  Keys to Branding Your Growing Business
  Branding YOU – Should You Put Your Photo on Your Business Card?
  Keys to Branding Your Small Business

Home > Marketing > Faith Seekings > Creating a Toronto Tagline >
Article Tags: attitude, blueprint, cities around the world, clever statement, core statement, creative brief, creative challenge, different cultures, div, dna, exercise, jennifer wells, marketing, municipal elections, rsquo, tagline, toronto star, wordle

About the Author: Faith Seekings
RSS for Faith's articles - Visit Faith's website

Faith Seekings is the President and Creative Director of Rapport Communications & Design Inc in Toronto. Rapport helps boutique and mid-sized B2B companies identify what makes them unique then creates the brand and marketing tools they require to build rapport – and business – with the customers they want.

We're an all-inclusive marketing, design and web firm; that means full service, from strategy, brand development, excellent design, to final production – printing or web development.

Contact me any time with questions, or to book a Rapport Marketing Map session.

Click here to visit Faith's website Dashed Line

More from Faith Seekings
Web Design Development Why the Huge Range in Pricing
Creating a Toronto Tagline
Dont Just Move Review Too
Finding Your Essential Message is Crucial to a Strong Branding
Asking for Feedback


Related Forum Posts
Write ups not successful? Write ups not successful? - [quote:2kry5vyo] Despite being written up in the Toronto Sun, Metro News, Entrepreneur Start Ups Magazine and listed as a resource in Entrepreneur Magazine people in Toronto still don't know about us. [/quote:2kry5vyo] At the risk of sounding cruel...which I do not mean to be... ifyou're getting those kinds of writeups, people in Toronto [i:2kry5vyo]must [/i:2kry5vyo]know about you. It might be that you're just not offering a service that the majority of them want or need. Time to expand into other areas or just change fields entirely?
I need a mailing address for office space in Toronto I need a mailing address for office space in Toronto - HI there I am in London UK starting a financial services business. I am from Toronto and I would like to list a Toronto office on the website. Does anyone know where I might be able to use someone's office mailing address? Just to pick up mail once in a while, although mail will very rarely be sent there. Any ideas on how to get around this? Many thanks Jamie
Re: Can you outsource your product launch? Re: Can you outsource your product launch? - Yes that what I am talking about. Creating a buzz for your online product launch basically. Is this part of what you do?
Re: Why Should I Make a Budget? Re: Why Should I Make a Budget? - Hi ideasuniversity, I'd imagine that eating out would probably be the largest cumulative "small expense" for most people today. At one time, my dad was subscribing to both the "Toronto Star" and "Toronto Sun" newspapers everyday and would even occasionally buy a local Chinese paper as well. Those costs can really add up over years.
Re: About: product production! Re: About: product production! - At the end of the day, having a patent, copyright or trademark are pretty much useless because if the person who infringes on your legal rights and has more money than you... they'll bleed you dry (i.e. outlast you by being able to pay legal costs) long before you can finish the lawsuit. For instance, let's say the City of Toronto copied my artwork. Do you really think I can file a lawsuit and win against the City of Toronto?? Not a chance. Lawyers will try to tell you differently, but that's only because they want your business.


Recommended Article for You close

  10 Rules For Great Taglines

Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article

Bottom Footer



Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

Resistance to Change and How to Deal With It

3 Health Insurance Misconceptions

Is the iPad useful? One CEO tells all ....
Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.