London Economic Development

Don’t Tell Toronto

People who live in Toronto, LOVE Toronto. They love their work. They love all the things to do. BUT Housing in Toronto is expensive. If Torontonians find an affordable home it has no backyard, no parking, no room for an office – no room for a baby. When they go to a show they have to factor in extra time, circling the block for parking and once they find parking it’s 4 blocks from the venue and expensive.

Torontonians love Toronto, so they find it hard to admit that it can be a tough go living there. This is where London makes its entrance. NOT a rebound, but a viable partner.

The more Torontonians know about London, the more they love it …

An image of a happy man throwing his arms into the air and about to plunge into a lake. A banner across the image with a hear reads, I love London, Ontario

An image of a Toronto Transit bus driving past with a Don't Tell Toronto advertisement on the side of it.

When visitors arrive at the Don’t Tell Toronto website, they are met with the friendly: “Hello Torontonian” and provided with facts that friendly Londoners think make London great. If they complete the contact form they are put in contact with a (real) friendly Londoner, who provides them with resources and answers questions that they may have about London or the job market.

Don’t Tell Toronto website

A bright yellow banner with a pinky purple heart that readsL "I love London, Ontario"

Project: LEDC “Don’t Tell Toronto” Campaign

Blue Aardvark: Concept | Copy writing | Design | Production

Speak AI: all Analytics, Google ad placement

LEDC: Responses to contact from the Don’t Tell Toronto website.

An image of a Facebook ad for Don't Tell Toronto. A woman with VR goggles, a banner that reads I Love London Ontario, and a headline that reads: Make it your reality. The copy for the Facebook post reads: London, ON: 4th fastest emerging tech market in North America. We’re looking for people in tech. Live in a city with backyards big enough for a pizza oven and a place to park your car. Make London, ON your reality. I love London, ON. Don’t Tell Toronto I said that.

An image of a Facebook ad for Don't Tell Toronto. An image of a woman doctor on the top half and that same woman riding a skateboard on the bottom half, a banner that reads I Love London Ontario, and a headline that reads: A Healthy Decision. The copy for the facebook post reads: London, ON: Ready for a healthy does of world class health research and hospitals? I also love the 400+ kms of trails, the international cuisine and first class music scene (London is a UNESCO city of music). I love London, Ontario. Don’t Tell Toronto I said that

A Don't Tell Toronto Ad in Toronto subway

An image of a Facebook ad for Don't Tell Toronto. An image of a man wearing a hardhat, with a wrench and a hammer in either hand on the tophalf and the bottom half is a set of drums that he appears to be hitting, a banner that reads I Love London Ontario, and a headline that reads: Snared a great job. The copy for the facebook post reads: London, ON: I’m a millwright (my friends still don’t know what I do) and I love living here. Love trails? We’ve got 400+ kms. Love music? We’re a UNESCO City of Music. I snared a great place to work and play. I love London, ON. Don’t Tell Toronto I said that.

An image of a Facebook ad for Don't Tell Toronto. An image of a male nurse, a banner that reads I Love London Ontario, and a headline that reads: A Healthy Decision. The copy for the facebook post reads: London, ON: I moved for health and I love my nursing job. Less stress getting from point A to B and the backyard garden I have always wanted – a healthy decision. I love London, Ontario. Don’t Tell Toronto I said that.

An image of a Facebook ad for Don't Tell Toronto. An a woman in sales, dressed for work on the top and bottom, but her image is interrupted by a garden scene and rather than carrying a briefcase as you might expect, she is carrying a basket full of vegetables, a banner that reads I Love London Ontario, and a headline that reads: Room to Grow. The copy for the facebook post reads:London, ON: What sold me on London? After work I can ditch my briefcase for my garden basket. I have a backyard for the pups and room to grow. I love London, ON. Don’t tell Toronto I said that.

A digital billboard on highway 401 on the way to Toronto with Don't Tell Toronto Ad on it.