Bonus Features: And you’re gonna love it: How Ontario became ‘Yours to Discover’

Before diving into this post, you should read about “Yours to Discover” on TVO’s website.

star 1980-05-01 ad pA16

Toronto Star, May 1, 1980.

One of the first campaign advertisements, outlining its theme and accompanying tourist materials.

gm 1980-06-07 ad

Globe and Mail, June 7, 1980.

star 1980-06-14 yours to discover insert 2

Toronto Star, June 14, 1980.

The introduction to the first 40-page insert placed in newspapers, followed by the four-page Toronto section.

star 1980-06-14 yours to discover insert 13

star 1980-06-14 yours to discover insert 14

star 1980-06-14 yours to discover insert 15

star 1980-06-14 yours to discover insert 16

Was curling ever a major tourist draw for Toronto? The Terrace was the last incarnation of the Mutual Street Arena/Arena Gardens, the early home of the Maple Leafs.

This section is close to what was published about Toronto in the era’s editions of the Traveller’s Encyclopedia, which I’ll cover in a future post.

star 1981-05-02 hop aboard ad pG16

Toronto Star, May 2, 1981.

While intercity bus service has grown patchier across the province over the past 40 years, you can still enjoy a ride to Stratford’s Festival Theatre from several spots in the GTA.

star 1981-06-22 ad for eaton's kiosks

Toronto Star, June 22, 1981.

star 1981-06-25 ad for eaton's kiosks

Toronto Star, June 25 1981.

star 1981-07-07 eatons ad

Toronto Star, July 7, 1981.

Examples of ads touting the Yours to Discover kiosks found at half-a-dozen Eaton’s stores, including a listing of the province’s scenic driving routes, which are barely marked today, depending on if signs survived provincial downloading of sections of those routes during the Harris era or municipalities decided to post their own signs (such as the signs for the Talbot Trail in Elgin County).

gm 1981-07-18 go cruising ad

Globe and Mail, July 18, 1981.

star 1981-08-15 kid stuff ad

Toronto Star, August 15, 1981.

star 1982-05-01 go wild ad

Toronto Star, May 1, 1982.

star 1982-05-01 ontario mini vacations

This article appeared above the “Go Wild” ad, which seems like smart product placement in the Star‘s travel section. You can easily recreate most of these trips today, though there’s nothing on the interwebs about a “Museum of Time” near Cookstown (guessing that it was somebody’s personal collection?).

star 1982-05-03 great escapes ad

Toronto Star, May 3, 1982.

star 1983-05-14 guide info

Toronto Star, May 14, 1983.

From the spring 1983 Yours to Discover newspaper insert, info about the province’s new Teleguide system, which used Telidon technology.

star 1983-06-29 whats up ad

Toronto Star, June 29, 1983.

gm 1986-06-14 ontario incredible ad

Globe and Mail, June 14, 1986.

Note that the “Yours to Discover” logo was still prominent in this ad from the “Ontario Incredible!” campaign.


Here’s an early 1980s spot for one of the inspirations for “Yours to Discover,” the long-running “I Love NY” campaign.

 

Another early 1980s tourism campaign, this time from Michigan. “Say Yes to Michigan” was used from 1970 until it gave way to “Pure Michigan” in the 21st century.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s