toronto.com
Executive Summary
In the fall of 2000, toronto.com was at a turning point. Websites were dying left and right. It had not advertised for a year. It was facing a serious threat, particularly from myTO.com, which had very deep pockets and was blanketing Toronto with advertising. The partnership behind toronto.com (The Toronto Star and Bell Globemedia) was becoming anxious. (1)
A new marketing team had just been appointed by toronto.com, and they wanted a new campaign that would counteract the threat, as well as build website traffic and revenue.
The campaign had to increase traffic to the site....