TABIA, representing Toronto’s 81 BIAs with a collective membership of 40,000 businesses and property owners has launched an awareness campaign in Toronto to encourage residents and tourists alike to support businesses throughout Toronto during the Pan Am/Para pan Games by shopping locally, eating at their favorite restaurants, enjoying local attractions as well as taking part in the games themselves.
“This initiative is in response to concerns raised by several of our member BIAs about the negative messaging that is effectively encouraging people to work from home and to stay away due to congestion. This type of messaging is certain to have an impact on the bottom line of many of our member businesses.” Says John Kiru, Executive Director of TABIA.
“We have supported the games from day one, meeting with organizers, forgoing our banner programs in favour of the games brand and sponsor messaging, but not at the expense of our members losing their core business for possible come by chance economics. The idea all along was for the games to enhance economic opportunity for local businesses not to repeat the London Olympics and hollow out the middle of the city.”
Entitled: Show Us Your Game Face (http://showusyourgameface.com). This campaign is designed to play upon people’s penchant for taking “selfies” while rewarding the best ones that demonstrate their patronage in 4 different categories/events. (“Dining Out’, “In the Hood/BIA”, “At Attractions” “At the Games”).
Promoted thru a variety of media, entrants can use Facebook, Twitter or Instagram (hashtag #GameFaceTO) for a chance to win great Toronto centric prizes, all in the spirit of competition (Gold/Silver/Bronze) will be awarded in each category and there’s even an Elite “special” Prize for the selfie that receives the most likes by the games end.
Social media will be used by all partners of the program in order to reinforce the core message; the importance of supporting local business at a time when Toronto will be celebrating the success of athlete’s from all over the world.
In the spirit of competition, Let the games begin!
TABIA is a non-profit umbrella organization representing the City of Toronto’s 81 Business Improvement Areas (BIAs) who in turn represent 40,000 small businesses and property owners. BIAs are responsible for the development of their commercial neighbourhoods and are a diverse and vibrant collection of ethnic, historic and business locations, combining to make Toronto a veritable City of Neighbourhoods.
For inquiries and further information, contact John Kiru, Executive Director of TABIA, 416-889-4111 JKiru@directenergycentre.com