the business challenge

Toronto and the Greater Toronto Area needed to:

Create a fresh, attractive halo to inspire U.S. travelers to visit.

Re-energize and elevate the perception of the Toronto brand.

Leverage the global attention of the Toronto International Film Festival (TIFF) to showcase the city at its best.

the solution

A coalition of visionary local producers united all three levels of government around one shared mission — to position Toronto as North America’s most dynamic cultural destination.

The team identified a partner who could reach millions in an authentic, memorable way and deliver both in-person and digital impact.

Through strategic relationships and creative diplomacy, a collaboration was born with Jimmy Kimmel Live, which embraced the idea of taking the show north for a one-of-a-kind broadcast experience.

the resultS

The partnership delivered historic fanfare and unprecedented visibility for Toronto — transforming a late-night entertainment feature into a global tourism and cultural moment.

Content Impact

• 6 original two-minute segments celebrating Toronto’s diversity, TIFF’s energy, and the scenic Niagara Wine Region

• Featured appearances from Matt Damon, Robert De Niro, Guillermo Rodriguez, and other A-list guests — seamlessly integrated into the show’s editorial tone

• Broadcast across ABC’s 200+ U.S. markets, reaching 8 million total viewers during the TIFF broadcast week

Audience Reach & ROI

• 12.5 million digital impressions across ABC, YouTube, and social platforms within 10 days of airing

• 72 million earned-media impressions across North America, including Variety, The Hollywood Reporter, Deadline, Toronto Star, ET Canada, and BlogTO

“Toronto looked spectacular — it felt like a love letter to the city.” — The Hollywood Reporter

“An inspired fusion of entertainment and destination storytelling.” — Variety

• $9.8 million in earned-media value from a production investment under $150 K, delivering an estimated 65× ROI

Tourism & Audience Sentiment

• Toronto hotels sold ~9.1 million room nights in 2011, a record high and 2.8% increase over 2010

• 2011 marked the first rebound in U.S. overnight visitors since 2006, signaling renewed cross-border travel interest

• 4.3 / 5 average sentiment rating among viewers on social channels, with thousands of comments praising Toronto’s culture, humor, and visual appeal

Civic & Cultural Impact

• Repositioned Toronto as a world-class creative capital, linking Hollywood storytelling with local identity

• Strengthened cross-border tourism partnerships and set the stage for future global media collaborations

• Earned praise from ABC executives and the Jimmy Kimmel Live! production team, keeping the door open for future TIFF integrations

MY role

As one of the local producers, I wore many hats throughout the process, playing both strategic and hands-on roles. Responsibilities included:

Pitching and securing buy-in from the Jimmy Kimmel Live team — positioning the collaboration as a high-impact, one-of-a-kind opportunity.

Securing investment and alignment across all three levels of government.

Contributing creatively to the development of on-air segments and storytelling.

Overseeing talent relations and logistics to ensure a seamless production experience.

Supporting marketing and promotional strategy to maximize awareness and reach.

Leading event operations and execution on the ground.

Managing key relationships with senior leaders from Jimmy Kimmel Live and Disney Canada, ensuring trust, collaboration, and long-term goodwill.