Land Economics Weekend Guide
Writing to build excitement
I wrote and edited this 24-page guide to appeal to a specialized audience visiting Toronto for a weekend of tours and presentations. It needed to get attendees excited about the event without resorting to clichéd tourism puffery. The client wanted to present Toronto as a fascinating and intriguing city—a unique place that’s not without problems.
Because the city has serious buzz among land economists—urban planners, developers, and academics concerned with the use and value of land—the guide could also display some appropriate swagger.