The challenge ︎︎︎ Get Hollywood execs ︎ to hire more Toronto-based talent when shooting here. ︎ The strategy ︎︎︎  Get producers to notice Toronto talent by speaking to their award-hungry egos. ︎ To reach them, we mirrored their travel itineraries up to TIFF︎

When they went to MakeMoreWithToronto.com, they’d be matched with a rolladex of Ontario’s top talent:

After TIFF, once we got their attention, we created the Wider Lens podcast to keep the momentum going ︎

The results ︎︎︎ 108 million earned media impressions ︎ 20K unique visits to makemorewithtoronto.com from the LA area ︎ and a YoY year reduction in US work permits ︎ Wider Lens exceeded benchmarks by 10x for first month downloads ︎