The Vancouver-based Canadian Tourism Commission (C.T.C.) invited 100 media representatives to St. Lawrence Hall Wednesday for a promotional event designed to showcase the culture, fashion, and food offered across the nation. “It’s a chance for us to join our provincial partners and tell the media industry about how cool Canada is," said Elyse Mailhot, the C.T.C.’s travel media relations manger. "This year the spin on the event is Canada in Style."
PR representatives from 10 provinces mingled with the media and discussed the aspects that make their regions unique. “The PR representatives will be talking about what’s new and what’s happening in each of their regions with an emphasis on food, wine, culture, and fashion—something outside the traditional travel message, which is usually key attractions," Mailhot said. Because of the different message being delivered at the event, Mailhot said the C.T.C. chose to reach out to a different demographic this year and invited guests from women's, fashion, and lifestyle magazines.
Organizers also chose to focus the event on regional cuisine. “We’ve got a great caterer joining us who has prepared a dish from every region represented,” said Mailhot, who worked with Dee Gibson of Catering With Style to create the menu and decor for the event. “When you walk in you don’t really think of it as Canadian, but when you actually look around at the elements, they’re Canadian," said Gibson, who used birch branches, moss, and hurricane lanterns to dress the space. "We wanted to really push it to another level, not make it feel like a lodge and so traditional, which is what most people think of Canadiana decor.”
The menu, inspired by the participating provinces, included items such as an Alberta strip loin tasting plate with buttermilk mash and roasted mushrooms, mini bison burgers from Manitoba with caramelized onions and oven-roasted tomatoes served on homemade buns, and salt cod cakes from Newfoundland served with screech tartar sauce.
Event organizers hosted the annual media reception at the historic St. Lawrence Hall on King Street East—the site of Toronto’s former city hall—for the first time. “When our event planner proposed it we were very excited. We like the history attached to the building and the grand look that it has. And the location, of course…that was important for us,” Mailhot said.
Organizers also encouraged attendees to tell the C.T.C. the reasons they love Canada. “Part of the hook for the people visiting tonight is we organized a writing contest. In 50 words, we want the media to tell us what’s cool about Canada. So after working the room and connecting with our partners, we want them to write a little piece, and the winner will win an epicurean journey across Canada. They will go on the most delicious trip across the country,” Mailhot said.
