Never Have I Ever, TO Launched

Locals and visitors are being called on to join a citywide game and explore Toronto in new ways as part of a collaborative tourism recovery campaign that’s been launched to support of Toronto’s visitor economy.

Never Have I Ever, TO – crafted by Destination Toronto, is in close collaboration with the City of Toronto, BIAs, and businesses across all sectors of the tourism and hospitality industry – is a collective show of support comes at a time when Toronto’s tourism and hospitality industry continues its critically-needed reopening and recovery.

The $4.2-million marketing campaign, targeting social media, digital, television and out-of-home advertising, is a play on the popular game of the same name that encourages locals and visitors from regional drive markets in Ontario and Quebec to try experiences of all kinds throughout the city – and inspire others to do the same using #NeverHaveIEverTO.

Running from Aug. 17 to Oct. 30, the recovery-focused campaign promotes many of the businesses and experiences hardest hit from the global pandemic including hotels, attractions, tours and the city’s culinary scene. As more restrictions are lifted and reopenings take place, other hardest hit sectors will be added alongside the campaign’s evolution.

Locals and visitors are encouraged to find their to “Never Have I Ever” experience in Toronto – anything from visiting an iconic attraction for the first time or taking their first hotel staycation, to sipping cocktails on a newly-discovered patio or trying a new cuisine at one of the city’s eclectic restaurants.

Scott Beck, president & CEO, Destination Toronto, explained that: “Never Have I Ever, TO is part of a citywide conversation to get Toronto back on its feet by encouraging all of us to take a fresh look at our own city and explore Toronto’s unique experiences.”

Beck continued: “There is no full economic recovery until travel returns, and that recovery starts with us. It’s time for locals and visitors from nearby cities to take in the experiences we may have walked by time and time again, or to rediscover the experiences we’ve missed since the start of the pandemic.”

Also included in the campaign is the My Toronto Pass – a new mobile-exclusive passport featuring offers on attractions, tours, experiences and more for locals and visitors, alike. My Toronto Pass was launched in conjunction with Never Have I Ever, TO.

For Toronto Mayor, John Tory that “Never Have I Ever” moment was found at the top of the city at the CN Tower’s EdgeWalk, and he shared the video of that experience.

Said the Mayor: “Toronto is a unique city filled with many experiences, and things to do. During the past year and a half, our entire city has made tremendous sacrifices to keep each other and our city safe but now we are given an opportunity to explore all that our city has to offer.”

He continued: “Local businesses across Toronto have done a tremendous job to innovate their offerings and safely showcase the best of Toronto so that we can go out and try those experiences we have yet to do. I encourage residents to participate in this campaign and to do something fun and exciting that they have never done before in Toronto.”

And Mayor Tory concluded: “Together, we can support our city, the many businesses in our city and all the people working to reopen these businesses, reopen our city and welcome people back.”

Never Have I Ever, TO also takes advantage of new and existing ways locals and visitors can venture further and explore including the City of Toronto’s ShowLoveTO initiatives like ActiveTO, CafeTO, StrollTO and the recently announced DineTOgether – the City’s new restaurant program.  From Sept. 17 to Oct. 3, DineTOgether showcases the breadth and diversity of Toronto’s restaurants and encourages residents to patronize local eateries through a feature menu available by takeout, delivery, patio dining and/or indoor dining.

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