In addition to having a clear sense of what Torontonians thought about their city, we wanted to get an understanding of what the world thought as well. We did extensive research in three key target markets: the United States, United Kingdom and Canada. This allowed us to better know just what would make the city compelling to the travellers and businesspeople we want to attract.

" I don’t know much about Toronto, I know that they don’t speak French and…I wonder how cold it gets there..” (Washington DC)

" I don’t know much about it… They have a very short summer… But nothing really besides that…” (Los Angeles)

“Beautiful downtown surrounded by water…almost no homeless people on the streets, and a very decent nightlife which is lively but safe, very very culturally diverse scene, but I wondered where all these different people were coming from (which countries).” (Atlanta)

“We’ve both been there at different points in our lives and the thing that marveled us both is that it’s crystal clean. For a big city I was shocked…” (A couple from Los Angeles)

“I went there when I was younger, so I looked for the nightlife… I remember there was a full block of cafes, it was a lot of fun… they had a lot of shopping in nice areas, like when you go all the way down in Broadway, they had shops like that, and the hotels were very quaint…” (New York City)