Toronto has been awarded the Best Destination Marketing Campaign prize at the 2006 European Incentive and Business Travel Market (“EIBTM”) – one of the most prominent annual marketplaces of international meeting and congress buyers in the world. The awards recognize “highly imaginative” campaigns that deliver strong business results.

Toronto was honoured for its campaign to drive attendance to the Society of Incentive Travel Executives (“SITE”) International conference in Toronto in November, 2005. The campaign, produced by Accucom Corporate Communications and Tourism Toronto, was launched at SITE International’s 2004 conference in Merida, Mexico.

“The proof of our efforts is in the results,” said Bruce MacMillan, President and CEO of Tourism Toronto. “SITE’s event in Toronto achieved one of the highest attendance levels in its history.”

Toronto’s campaign featured a parody of The Apprentice television show recast as The Incentive. While on its surface an entertaining spoof, the campaign was at the same time a highly strategic call-to-action for incentive travel executives based on understanding the evolving realities of their business.

“To be selected from among a strong group of our worldwide peers is indeed an honour,” said Rick Naylor, President of Accucom Corporate Communications Inc. “By leveraging the phenomenon of reality television, our concept clearly struck a chord with our global audience.”

“Toronto is one of the world’s truly creative cities, so our marketing efforts must reflect the energy and vibrancy of the city they represent,” said MacMillan.

Tourism Toronto, Toronto’s Convention and Visitors Association, is an industry association of over 1,000 members established to strategically market the Greater Toronto Region as a remarkable destination for tourists, convention delegates and business travellers around the globe. To reach Tourism Toronto call (416) 203-2500 or visit our website at www.torontotourism.com.