Originally published on Torontoist on July 17, 2008.
If Reba McEntire and Tony Bennett come to Toronto to play, why shouldn’t tourists follow suit?
Two decades ago, Metro Toronto urged tourists to “discover the feeling” while sampling its neighbourhoods and attractions. The focus of the late 1980s television spot that we’ve dug up today is the multitude of leisure activities the city offers. Viewers in markets like Cleveland and Detroit were enticed to check out ballet, fishing, gondola rides, horse racing, boutique shopping, bike taxis near the Gooderham Building, and Jim Clancy leading the Blue Jays to victory over the Indians or Tigers.
The producer’s sure-fire bet to bring in the crowds? Hire a pair of dueling fencers and a fog machine to lend an air of mystery and old-fashioned adventure to Casa Loma.
As for when the headliners came to play, Tony Bennett crooned at a Variety Club of Ontario fundraising gala in February 1988 while Reba McEntire took the stage for two nights at Massey Hall that October.
Here’s an earlier version of the campaign, featuring Rochester native Chuck Mangione instead of Reba.
The lone surviving comment on the piece is typical of trolls with pseudonyms who are oh-so-happy to put down the city. From “Astoria”: “LOL Plezzzzz Toronto is such a boring place and non world class as its wannabe inhabitants claim – keep tryin’ tho!” My retort to this sort of shit: a city is what you make of it when you actually experience it.
I also wrote an article on the print version of this campaign, which originally appeared on Torontoist on August 11, 2009.
Last year, we featured the television spots used during the latter half of the 1980s to encourage tourists to come to Toronto and “Discover the Feeling!” Today’s ad is an early print version of the campaign used to lure travellers from Motown into driving east on Highway 401. After a year of development by Camp Associates, the new tourism slogan was unveiled in 1984 as a replacement for “Toronto…Affectionately Yours,” which had been used since 1972.
Early reaction to the new slogan was summed up by Star columnist George Gamester: “’Discover the Feeling!’ doesn’t sound like much for $50,000. But then ‘I Love New York’ probably didn’t sound earth-shattering when first proposed, either.”
While people on the street seemed to be happy with the new slogan, describing it as “catchy,” “neat,” and “memorable,” a vocal group from Metro Toronto Council wasn’t. Suburban politicians grumbled that “Metropolitan Toronto” was mentioned in small print and that municipalities like Etobicoke and North York were ignored in favour of the core city. Public representatives with wounded egos made the media know that they were mad as hell that the word “Metro” wasn’t included in the new slogan, even though Camp Associates had discovered that its inclusion confused test audiences outside of the region. According to North York Alderman Betty Sutherland, “If we’re paying for this, I think it should be geared towards Metro Toronto…If you’re coming to visit you’re coming to see more than downtown.” In his characteristically understated style, North York Mayor Mel Lastman claimed that “I never felt more insulted in my life.” He felt the slogan didn’t paint a positive image like Buffalo’s “Talking Proud,” but told visitors to “take a gamble and come to Toronto to see if it’s still a dull city.” Lastman wasn’t crazy about the new logo either, noting that if it appeared on television, it wouldn’t prevent viewers “from going to the bathroom.”
Along with Etobicoke Controller Chris Stockwell (who noted, “I’ve seen better slogans on a used car lot”) and Scarborough Alderman Kurt Christensen, Lastman urged Metro Council to reject the slogan. Among the suggested alternatives were “Metro: Experience the Magic” (suggested by Stockwell) and “You Ought to See Us Now” (rejected by Camp Associates, favoured by Metro Chairman Paul Godfrey). After three hours of debate at the October 23, 1984 meeting of Metro Council, “Toronto—Discover the Feeling!” was approved by a twenty-two to ten vote. Bad feelings lingered on—Christensen failed in attempts to reopen the issue, while Stockwell was irate when only two out of twenty-two pictures in a new tourist brochure showed suburban sites (the Zoo and the Science Centre).
The slogan remained in use for the rest of the decade. Its replacement, “Couldn’t you use a little Toronto?,” was also greeted with underwhelming enthusiasm by Metro Council’s executive committee when it was rolled out in 1989, with Metro Councillor Howard Moscoe proving to be the only member to openly defend the new slogan and its starlit skyline logo.
Additional material from the June 9, 1984, August 25, 1984, and October 24, 1984 editions of the Globe and Mail; and the March 1, 1984, June 9, 1984, October 20, 1984, October 23, 1984, January 1, 1985, and May 3, 1989 editions of the Toronto Star.