M
miketoronto
Guest
From the Toronto Star. Seems Vaughan is at it again.
The only place that should be allowed to market, is Toronto as the central part of this region. Suburbs should not be allowed do market themselves. Let Toronto do it, and if a company decides on a certain suburb after that, then fine.
--------------------
Vaughan sings its virtues again
New ad just as saucy as last one
Campaign payoff has been huge
Mar. 16, 2006. 01:00 AM
GAIL SWAINSON
STAFF REPORTER
Vaughan, whose "City Above Toronto" ad campaign helped lure dozens of businesses to the municipality while angering many GTA politicians, is at it again with a cheeky new radio jingle touting low taxes and "high lifestyle."
The ubiquitous "City Above Toronto" slogan, first aired in 1992, is still used as a tag line in all of Vaughan's radio ad campaigns.
"We wanted to attract attention to the city of Vaughan and it works," Mayor Michael Di Biase said.
Frank Miele, Vaughan's economic and technology commissioner, said the brash ads have, at least in part, been responsible for luring a number of businesses to the city of 240,000.
"Many, many companies that have moved here said they heard the ads and then decided to give us a look," he said in an interview.
Despite grumbling, the campaign was never intended to steal business from Toronto, just keep it somewhere in Greater Toronto, Miele said.
Still, the earlier radio spots painted Toronto as a city mired in red tape, with high industrial and commercial taxes — currently 40 per cent more than Vaughan's — and even higher-priced land.
All this enraged many GTA politicians, who demanded the ads, which they labelled shameless self-promotion, be canned.
Former North York Mayor Mel Lastman groused that one of the radio spots gave Vaughan credit as the site of Pioneer Village.
"That's only partially true," Lastman said in a 1995 interview. "They have the part where the horses go to take a leak."
The ongoing radio ad campaign, which costs the city about $70,000 a year, has resulted in "a return to the city of millions of dollars in tax revenue," Miele said.
The latest ad, a 60-second spot called "Da Vinci Code," opens with a man recounting the book's plot line to a female friend in a restaurant.
He says: "All this stuff happens and they end up at the Louvre in the City of Vaughan."
The woman's voice reminds the man the Louvre is located in Paris and he responds "Oh. I'm sorry. I get all my great cities mixed up."
At that point, singers chime in with the "City Above Toronto, the City of Vaughan" slogan.
An announcer then intones "Vaughan, a great city with low taxes and high lifestyle."
The new ad was created in-house by Miele's economic development department, the same crew that wrote the saucy "City Above Toronto" slogan.
The only place that should be allowed to market, is Toronto as the central part of this region. Suburbs should not be allowed do market themselves. Let Toronto do it, and if a company decides on a certain suburb after that, then fine.
--------------------
Vaughan sings its virtues again
New ad just as saucy as last one
Campaign payoff has been huge
Mar. 16, 2006. 01:00 AM
GAIL SWAINSON
STAFF REPORTER
Vaughan, whose "City Above Toronto" ad campaign helped lure dozens of businesses to the municipality while angering many GTA politicians, is at it again with a cheeky new radio jingle touting low taxes and "high lifestyle."
The ubiquitous "City Above Toronto" slogan, first aired in 1992, is still used as a tag line in all of Vaughan's radio ad campaigns.
"We wanted to attract attention to the city of Vaughan and it works," Mayor Michael Di Biase said.
Frank Miele, Vaughan's economic and technology commissioner, said the brash ads have, at least in part, been responsible for luring a number of businesses to the city of 240,000.
"Many, many companies that have moved here said they heard the ads and then decided to give us a look," he said in an interview.
Despite grumbling, the campaign was never intended to steal business from Toronto, just keep it somewhere in Greater Toronto, Miele said.
Still, the earlier radio spots painted Toronto as a city mired in red tape, with high industrial and commercial taxes — currently 40 per cent more than Vaughan's — and even higher-priced land.
All this enraged many GTA politicians, who demanded the ads, which they labelled shameless self-promotion, be canned.
Former North York Mayor Mel Lastman groused that one of the radio spots gave Vaughan credit as the site of Pioneer Village.
"That's only partially true," Lastman said in a 1995 interview. "They have the part where the horses go to take a leak."
The ongoing radio ad campaign, which costs the city about $70,000 a year, has resulted in "a return to the city of millions of dollars in tax revenue," Miele said.
The latest ad, a 60-second spot called "Da Vinci Code," opens with a man recounting the book's plot line to a female friend in a restaurant.
He says: "All this stuff happens and they end up at the Louvre in the City of Vaughan."
The woman's voice reminds the man the Louvre is located in Paris and he responds "Oh. I'm sorry. I get all my great cities mixed up."
At that point, singers chime in with the "City Above Toronto, the City of Vaughan" slogan.
An announcer then intones "Vaughan, a great city with low taxes and high lifestyle."
The new ad was created in-house by Miele's economic development department, the same crew that wrote the saucy "City Above Toronto" slogan.
