{"id":12112,"date":"2010-06-25T11:20:24","date_gmt":"2010-06-25T15:20:24","guid":{"rendered":"http:\/\/spacingtoronto.ca\/?p=12112"},"modified":"2010-06-25T11:37:31","modified_gmt":"2010-06-25T15:37:31","slug":"lorinc-the-city-that-dare-not-speaks-its-name","status":"publish","type":"post","link":"https:\/\/spacing.ca\/toronto\/2010\/06\/25\/lorinc-the-city-that-dare-not-speaks-its-name\/","title":{"rendered":"LORINC: The City That Dare Not Speaks Its Name"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"http:\/\/farm2.static.flickr.com\/1223\/4730239329_16fec24540_b.jpg\" alt=\"\" width=\"600\" height=\"392\" \/><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone\" src=\"http:\/\/spacingmedia.com\/uploads\/toronto\/feature-lorinc.gif\" alt=\"\" width=\"600\" height=\"85\" \/><\/p>\n<p>As has been widely reported, the Canadian government and various provincial tourism agencies have bought all the ads in the current <em>New Yorker<\/em>, presumably on the assumption that the <em>New Yorker<\/em>\u2019s demographic is the most likely to connect the fact of the G20 to future travel or investment plans.<\/p>\n<p>The 80-page issue has approximately 22 pages of ads, all but a few of which are government sponsored (there are a handful of private-sector ads with a Canadian slant, including one for a bank, an investment advisor and an elite private school). Four of the ads depicit images of Toronto, but only one \u2013 the full-pager purchased by Tourism Toronto \u2013 actually dares to mention the city by name.<\/p>\n<p>More typical are the ads with photos of Bay Street\u2019s bank towers over upbeat copy about the stability of Canada\u2019s financial system. The Ontario government owns the inside back cover, featuring a glamour shot of the OCAD building on a bright evening. \u201cYou don\u2019t have to go far to broaden your horizons,\u201d reads the headline.<\/p>\n<p>The text continues: \u201cClose to home and a world away, Ontario awaits. Thrill to architectural delights from Will Alsop\u2019s award-winning expansion of the Ontario College of Art &amp; Design and Frank Gehry\u2019s sensuous transformation of the Art Gallery of Ontario to Daniel Libeskind\u2019s provocative Michael Lee-Chin Crystal at the Royal Ontario Museum. With new discoveries around every corner, there\u2019s always more to see\u2026\u201d<\/p>\n<p>Would that be a corner in, uh, London, or Kingston? Maybe Sudbury\u2019s sensuous Frank Gehry building? If you didn\u2019t know you were looking at Toronto, the ad certainly doesn\u2019t give it up. All this cultural bounty, one is led to understand, can be found in \u201cOntario.\u201d (To be fair, the Quebec government doesn\u2019t mention Montreal or Quebec City in ads clearly set in both cities.)<\/p>\n<p><!--more--><\/p>\n<p>Now, back to the Tourism Toronto ad. The headline \u2014 \u201cBusiness, meet pleasure\u201d \u2014 is clever enough. Then there\u2019s the obligatory skyline shot, plus one of those glamourous-young-couple images I associate with just about every condo ad.<\/p>\n<p>But what\u2019s with the third of the page depicting\u2026Niagara Falls? Who knew it was so close by? I would have taken the kids more often. God knows there\u2019s nothing else to do here except make money.<\/p>\n<p>By contrast, Ottawa \u2014 plugged by the two senior levels of government in two sideways full-page ads \u2014 seems not to suffer from a case of politically induced stage fright. The capital\u2019s name is up in lights, with fairly specific information about what the city has to offer (no risk of that kind of depth in the Tourism Toronto ad).<\/p>\n<p>Best of all is the back cover, with three hip looking people dining outside, incongruously enough, at the foot of the TD Bank tower, a spot where there are no outdoor bistros, last I checked. The word \u201cToronto\u201d is, as per usual, MIA.<\/p>\n<p>Under the photo are two fake Twitter-type postings, the second of which reads, \u201cTdotTom: Did you check out all the old buildings. Great architecture!\u201d<\/p>\n<p>I would have, T-dot, but I just didn\u2019t know where to look\u2026.<\/p>\n<p>photo by <a href=\"http:\/\/mute.rigent.com\/index.php?ladat=2010-06-24\">Miles Storey<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As has been widely reported, the Canadian government and various provincial tourism agencies have bought all the ads in the current New Yorker, presumably on the assumption that the New Yorker\u2019s demographic is the most likely to connect the fact of the G20 to future travel or investment plans. The 80-page issue has approximately 22<a href=\"https:\/\/spacing.ca\/toronto\/2010\/06\/25\/lorinc-the-city-that-dare-not-speaks-its-name\/\">Continue reading <span class=\"sr-only\">&#8220;LORINC: The City That Dare Not Speaks Its Name&#8221;<\/span><\/a><\/p>\n","protected":false},"author":4051,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ngg_post_thumbnail":0,"_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[14],"tags":[2903,309,12878,457,1975,5817,1563,15433,7408,15434,1635,359,5868,665,38,2906,1680,636,1877,8473,1177,346,819,5499,15360,367,7487,15431,15432,13710,19,6119,10185],"class_list":["post-12112","post","type-post","status-publish","format-standard","hentry","category-spacing","tag-art-gallery-of-ontario","tag-bank","tag-bank-towers","tag-canada","tag-canadian-government","tag-daniel-libeskind","tag-frank-gehry","tag-frank-gehry-building","tag-g20","tag-investment-advisor","tag-kingston","tag-london","tag-michael-lee-chin-crystal","tag-miles-storey","tag-montreal","tag-niagara-falls","tag-ocad-building","tag-ontario","tag-ontario-college-of-art","tag-ontario-college-of-art-design","tag-ontario-government","tag-ottawa","tag-quebec","tag-quebec-city","tag-quebec-government","tag-royal-ontario-museum","tag-sudbury","tag-td-bank","tag-td-bank-tower","tag-the-new-yorker","tag-toronto","tag-tourism-toronto","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>LORINC: The City That Dare Not Speaks Its Name - Spacing Toronto<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/spacing.ca\/toronto\/2010\/06\/25\/lorinc-the-city-that-dare-not-speaks-its-name\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"LORINC: The City That Dare Not Speaks Its Name - Spacing Toronto\" \/>\n<meta property=\"og:description\" content=\"As has been widely reported, the Canadian government and various provincial tourism agencies have bought all the ads in the current New Yorker, presumably on the assumption that the New Yorker\u2019s demographic is the most likely to connect the fact of the G20 to future travel or investment plans. 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