John Tory found his new Toronto experience walking around the top rim of the CN Tower. The mayor’s adventurous stunt kicked off “Never Have I Ever, T.O.,” a collaborative tourism recovery campaign launched in support of Toronto’s visitor economy that calls on locals and visitors to join a citywide game and explore Toronto in new ways.

“Never have I ever gone 356 m. up the CN Tower and walked around outside. It’s an experience of a lifetime and I’m looking forward to. Sort of,” Tory laughed before strapping on the harnesses along with his eldest son John.

The Destination Toronto campaign, conducted in close collaboration with the City of Toronto, BIAs, and businesses across all sectors of the tourism and hospitality industry as a collective show of support comes at a time when Toronto’s tourism and hospitality industry continues its critically needed reopening and recovery.

The $4.2-million marketing campaign, targeting social media, digital, television and out-of-home advertising, is a play on the popular game of the same name that encourages locals and visitors from regional drive markets in Ontario and Quebec to try experiences of all kinds throughout the city – and inspire others to do the same using #NeverHaveIEverTO.

In effect through Oct. 20, the recovery-focused campaign promotes many of the businesses and experiences hardest hit from the global pandemic including hotels, attractions, tours, and the city’s culinary scene. As more restrictions are lifted and re-openings take place, other hardest hit sectors will be added alongside the campaign’s evolution.

The campaign asks locals and visitors to “find your ‘Never Have I Ever’” experience in Toronto, from visiting an iconic attraction for the first time or taking their first hotel staycation, to sipping cocktails on a newly discovered patio or trying a new cuisine at one of the city’s eclectic restaurants.

“Never Have I Ever, TO is part of a citywide conversation to get Toronto back on its feet by encouraging all of us to take a fresh look at our own city and explore Toronto’s unique experiences,” said Scott Beck, President & CEO, Destination Toronto. “There is no full economic recovery until travel returns, and that recovery starts with us. It’s time for locals and visitors from nearby cities to take in the experiences we may have walked by time and time again, or to rediscover the experiences we’ve missed since the start of the pandemic.”

The campaign also includes My Toronto Pass – a new mobile passport featuring offers on attractions, tours, experiences and more for locals and visitors, alike.

Toronto Mayor John Tory kicked off the campaign by finding his own ‘Never Have I Ever’ moment at the top of the city at the CN Tower’s EdgeWalk, and shared the video.

“Toronto is a unique city filled with many experiences, and things to do. During the past year and a half, our entire city has made tremendous sacrifices to keep each other and our city safe but now we are given an opportunity to explore all that our city has to offer,” he said.

Never Have I Ever, TO also takes advantage of new and existing ways locals and visitors can venture further and explore including the City of Toronto’s ShowLoveTO initiatives like ActiveTO, CafeTO, StrollTO and the recently announced DineTOgether, the City’s new restaurant program. From Sept. 17 to Oct. 3, DineTOgether showcases the breadth and diversity of Toronto’s restaurants and encourages residents to patronize local eateries through a feature menu available by takeout, delivery, patio dining and/or indoor dining.

More info can be found HERE.