Kenneth Caplan and Associates was selected to develop a marketing campaign for the Economic Development Department of the City of Toronto to make the case for Toronto as Canada’s number one business address.

We researched the issues and participated in a number of economic development committee meetings with department staff and City councillors as well as meetings with the Mayor to map out the key aspects of the advertising messages.

We developed the campaign’s theme “Toronto - Canada’s Business Address”, and proceeded to design the elements of the campaign that featured transit shelter posters; a mass fax program promoting the top 20 reasons why businesses should stay and grow in Toronto; a radio campaign that included the Mayor promoting the advantages of the City, and brochures with information on how to access the services and resources of the economic development department.

Print ads were developed that appeared in real estate directories and site selection magazines promoting the theme “Canada’s Business Address”.

The campaign gave new focus to the EDO’s services on behalf of the business community, and generated increased understanding of the assistance available.

The City honoured Kenneth Caplan and Associates with a special “Award of Recognition” for contributing to the economic prosperity of Toronto. The campaign also won “Best of Show” at the EDCO Marketing Awards.