CITYBRAND

CONFIDENTIAL
Presentation to:
Councillor Josh Colle
By: Bruce Barrow
February 5, 2014

CITYBRAND
INTRODUCTION
In todays globalized world, every city has to compete
with every other city for its share of the worlds
consumers, tourists, businesses, investment, capital,
respect and international attention.
The worlds greatest cities are in fact brands that aim
to establish a significant and differentiated presence in
the global market, attract new residents, promote
economic development, encourage investment, invite
tourists and create brand loyalty.
City Branding promotes greater brand identity for the
worlds major cities.
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CITYBRAND
PURPOSE
The purpose of branding a city or place is to achieve a
sustainable competitive advantage.
The essence of effective place branding is to enhance
a citys international reputation to support the overall
aim of a steady increase in the economic, political,
cultural, and social well-being of the people
Branding is a strategic and creative approach to define
(or redefine) the connection to a city with an identifiable
pneumonic, logo, slogan or landmark.

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CITYBRAND
ICONIC VISUAL IMAGERY
The top cities on the world stage are most often associated
with identifiable landmarks that project a global image historical, architectural, symbolic or cultural these icons
create a brand identity that makes them unique amongst all
other global cities

London

Sydney

Paris

New York City

Rome

Dubai

Moscow

CITYBRAND: TORONTO
TORONTO TOURISM CHALLENGES
Toronto lacks top of mind awareness as a top tourist
destination amongst global cities
A key indicator is the downward trend of American
Tourists: - 2.2 Million Visitors in 2007
- 2.15 Million Visitors in 2008
- 2 Million Visitors in 2009 - 2011

Currency advantage of the lower CDN dollar is eroding

as our dollar rises against the USD
Global recession and security fears impact leisure travel
International cities are increasingly multi-cultural
Diversity is no longer a differentiator.
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CITYBRAND: TORONTO
TORONTO
The City of Toronto is the cultural, entertainment and
financial capital of Canada.
One of the world's most diverse and multicultural
populations, Toronto is now Canadas largest city, home
to more than 2.6 million people.

Torontos most identifiable international landmarks are:

CN Tower
Rogers Centre
City Hall

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CITYBRAND: TORONTO
LANDMARKS
The CN Tower (1976), our most identifiable symbol, has lost
its status as the tallest free standing structure in the world. It
is now surpassed in height by the Burj Khalifa in Dubai (828
metres, dwarfing the CN Tower at 553 metres). In the next
five years, seven other international structures will exceed
the CN Tower. Similar tower structures in many cities around
the world dilute the uniqueness once held. (see next page)

The rebranding of SkyDome (1989) which hosted two World

Series Championships, to the Rogers Centre has yet to
resonate with an international audience.
Toronto City Hall (1965) once a modern symbol of futuristic
metropolitan city has been surpassed by many newer
architectural designs in other major cities.
Unfortunately, as a result the Toronto brand is
weakening on the international stage!
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CITYBRAND: TORONTO
INTERNATIONAL SKYSCRAPPERS & TOWERS
T

DUBAI

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TAIPEI

TORONTO

MOSCOW

SHANGHAI

TEHRAN

KAUALA LAMPUR

TOKYO

SEATTLE

CITYBRAND: TORONTO
KEY LESSONS LEARNED
A single identifiable visual image that is synonymous
with the city is necessary for continuity. One that is
clear in any language or medium that becomes a
consistent identifier. (postcard approach)
Traditional consumer tourism marketing is not cost
effective and outspending is not the answer
Social Media, Public Relations and Branded Media
Content need consistent programming
The 2005 Toronto Unlimited campaign did not
express any discernible qualities about the city itself
and did not resonate internationally or domestically.

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CITYBRAND: TORONTO
BEST PRACTICES
One of the worlds most famous icons is not a building or a
tower, it is a BRAND LOGO for the entire city.
HOLLYWOOD sign is more than just nine white letters
spelling out a citys name; its one of the worlds most
evocative symbols a universal metaphor for ambition,
success, glamour that defines a city.
The number of media impressions and PR value the sign
generates is immeasurable.
The image of the sign generates a seven figure annual
revenue with licensing / merchandising rights, tax
eligible donations and corporate sponsorship.
The Hollywood Sign comes alive at night, illuminated with
searchlights that serve as a beckon on the city.

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CITYBRAND: TORONTO

Hollywood Sign
Size: 50 Feet Tall (15m) and 200 Feet Wide (61m) steel letters constructed on
Mount. Lee in Griffith Park , Los Angeles, CA. Elevation 1,578 feet (481 m)
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CITYBRAND: TORONTO
CONCEPT
Create a brand icon for the City of Toronto that is
instantaneously recognizable and distinct.
A branding device that serves to generate awareness
on the global stage as the media identifier for Toronto.
Despite having a many cultural events, attractions,
shopping, nightlife and entertainment offerings,
Toronto lacks a singular global brand identity.
Goal is to create international interest and civic pride
in the city with a new branding initiative.

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CITYBRAND: TORONTO

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TORONTO TOWER

Conceptual only not to scale

Design to be researched for optimum
visibility day/night and icon graphic
aesthetics

CITYBRAND: TORONTO

TORONTO TOWER
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Conceptual only not to scale

Design to be researched for optimum
visibility day/night and icon graphic
aesthetics

CITYBRAND: TORONTO
TORONTO MARQUEE LANDMARK
1. CN TOWER
Circular double-sided extension above the observation
tower or below lower circle on the existing restaurant
areas.
Updates and enhances the existing landmark and
presents the optimum visibility for skyline and downtown
core.
Toronto Sign would serve as a marquee logo for the
city, promoting the city in a futuristic modern setting that
is established in the mind-set internationally.
Rebranding through naming rights, change from CN to:
TORONTO TOWER
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CITYBRAND: TORONTO

DON VALLEY EMBANKMENT

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Conceptual only not to scale

Design to be researched for optimum
visibility day/night and icon graphic
aesthetics

CITYBRAND: TORONTO

DON VALLEY EMBANKMENT

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Conceptual only not to scale

Design to be researched for optimum
visibility day/night and icon graphic
aesthetics

CITYBRAND: TORONTO

DON VALLEY EMBANKMENT

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Conceptual only not to scale

Design to be researched for optimum
visibility day/night and icon graphic
aesthetics

CITYBRAND: TORONTO
2. DON VALLEY
Entrance to the City
High Traffic Location - DVP
Facing amongst scenic natural background
setting
Elevated on top of embankment for clear
sightlines

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CITYBRAND: TORONTO

TORONTO HARBOURFRONT
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CITYBRAND: TORONTO
3. TORONTO HARBOURFRONT
Skyline and cityscape view from Toronto
Habour
Free standing structure in the water that brands
the entire skyline
Key viewing points:

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The Boardwalk
Toronto Island
The Docks
The Toronto Island Airport

CITYBRAND: TORONTO

Toronto sign designed with

the LED capability to illuminate
the letters.
The people of the City of Toronto
are integrated into the actual sign
through posting on social media
and streamed video
Pixel style editing that has
thousands of different design
pattern possibilities to constantly
refresh the look on a grand scale.
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DIGITAL INTERACTIVE MOSAIC

Conceptual only not to scale

Design to be researched for optimum
visibility day/night and icon graphic
aesthetics

CITYBRAND: TORONTO
BENEFITS
This CITYBRAND initiative of a new city icon will generate
excitement and a lasting brand impression that can serve
to generate top-of-mind awareness as a cosmopolitan
destination and preferred destination.
The Toronto Sign will have significant long-term benefits
for the City of Toronto, as it transcends into a cultural icon
and recognizable city landmark that is merchandized
across a myriad of mediums.
A new city brand icon can be the foundation on which to
build an exciting marketing / advertising tourism campaign,
new merchandising, interactive social media, promotion
and public relations.
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CITYBRAND: TORONTO
CRITERIA
Prime location relevant to downtown Toronto
BIG and BOLD high visibility both day/night
Graphic Design ascetically pleasing, timeless and
in brand character for Toronto
Longevity must endure to become cultural icon for
generations
Safety must be adaptable to extreme weather
conditions
Security must be safe from vandalism, graffiti and
tampering
Maintenance must continue to put a positive face
on the city as a symbol and therefore can not be
neglected or in disrepair.
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CITYBRAND: TORONTO
MEDIA
Create a dedicated long-term media plan around the
branding of Toronto
Countdown to the TO sign includes a multi-tier / multimedia campaign which will build anticipation and
excitement long before the actual sign is actually
erected:

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Location selection
Architect selection (famous nominees )
Design selection (Consumer participation interactive voting)
Technology & New Media Integration
Documentary (Making Of) Programming
Celebrity Endorsements
Community Engagement
PR Launch Campaign
Brand Media Campaign
TO Sign Website

CITYBRAND: TORONTO
PLAN DEVELOPMENT
Identify Key Stakeholders, Partners and Suppliers
Funding (identify government, private sector
financing)
Logistical Research (location, design, illumination)
Brand Extensions Website, Media, PR Plan,
Marketing, Advertising and Promotion
Licensing and Merchandising Rights
Corporate Sponsorship
Brand Governance
Charitable Donation Status
Trust Committee for Oversight / Management
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CITYBRAND
CITYBRAND
Contact:
2013 Bruce Barrow B-CR8v
78 Hemingway Crescent, Unionville, ON L3R 2V6
(t) 416 258 2393 (e) brucebarrow@rogers.com
B-CR8v.com
The ideas, designs and concepts set forth in the attached outline, by incorporation or reference, are the sole intellectual property of
Bruce Barrow - B-CR8v and may not be implemented in whole, or in part, without the express written permission
or direct consent of Bruce Barrow.