Before diving into this post, you should read about “Yours to Discover” on TVO’s website.
Toronto Star, May 1, 1980.
One of the first campaign advertisements, outlining its theme and accompanying tourist materials.
Globe and Mail, June 7, 1980.
Toronto Star, June 14, 1980.
The introduction to the first 40-page insert placed in newspapers, followed by the four-page Toronto section.
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.
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.
Toronto Star, June 22, 1981.
Toronto Star, June 25 1981.
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).
Globe and Mail, July 18, 1981.
Toronto Star, August 15, 1981.
Toronto Star, May 1, 1982.
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?).
Toronto Star, May 3, 1982.
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.
Toronto Star, June 29, 1983.
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.