Toronto Unlimited is Limited

The city of Toronto recently spent millions of dollars in trying to create a new brand image for itself. Now that the campaigns have been launched the reviews are coming in:

"Mayor David Miller has pronounced the Toronto Unlimited campaign 'indefensible' and 'an embarrassment."
"Martin Goldfarb says the Toronto Unlimited campaign fails on virtually every level. The logo isn't memorable. The slogan is meaningless. And worst of all, it makes no promise."

I have not seen the campaign but viewed some logos on the Toronto Unlimited site which in my opinion are rudimentary and uninspiring. The first thing that indicated that this was not going to work was the tagline "Toronto Unlimited". When the mayor said those words I thought the city was setting up a new division or company for who knows what. The question to ask, do great cities need an advertising campaign? Do people visit Rome, Paris or decided to spend the weekend in Las Vegas because of a brilliant ad campaign. Can marketers sucker people in to visit a not so great city or read a book? The city itself is the ad campaign and people visiting become ambassadors who rally together to spread the message. You should visit....!