Tourism Toronto wanted to promote Toronto as the top-tier holiday season destination that it is. So, we rebranded the city as a holiday-themed amusement park, known as Torontoland - highlighting and offering tips and discounts on the massive amount of holiday activities, events, and shopping taking place during the season. To spread the joy even further giiant snowmen, designed by local artists, were strategically placed at scenic locations and attractions across the city. Visitors and Torontonians were encouraged to upload their snowmen photos to Torontoland's Facebook gallery, and for every photo uploaded, $2 were donated to the Starlight Children's Foundation. By the end of the campaign, thousands of photos were shared online, spreading Torontoland's seasonal spirit and raising $50,000 for charity