Tourism London launches new campaign aimed at attracting U.S. music lovers

Tourism London launches a new marketing campaign aimed at bringing more Americans to Canada’s ‘UNESCO city of music.’ CTV’s Nick Paparella reports.

Tourism London has kicked off a new marketing campaign in an attempt to cash in on our city’s reputation as Canada’s UNESCO city of music.

Sean Murray, the director of Culture and Entertainment with Tourism London, said it’s already underway, targeting four northern states.

“It’s called ‘Summer Sounds Better Here,’ and it’s to highlight what our city has to offer,” said Murray. “We want visitors to think music and summer sounds better here even if it’s sitting on a patio listening to a band.”

The campaign was launched on a number of different platforms.

“It’s a digital campaign with some radio ads and billboards as well,” said Murray.

The strategy is being welcomed by Mario Circelli, the chair of the London Music Awards.

“It’s a great volley by Tourism London for a number of reasons,” said Circelli. “One being that Americans get more purchasing power coming here because of the strength of their dollar.”

The marketing campaign is targeting states like Michigan, New York, Ohio, and Pennsylvania. It’s looking at cities that are within driving distance to the Forest City.

“We’ve already had big success so far with Sunfest and Rock the Park this summer,” Circelli added, saying that many of London’s festivals have a musical component. “We are doing an amazing job highlighting our performers and now we are showing it to the rest of the world what we have to offer.”