As Lori often says: it’s impossible to imagine one neighbourhood here in Toronto where any particular cultural group could find all amenities — including schools and employment — to serve their culturally-related needs. Yes, Corporate Canada is beginning to speak more and more to the widest possible Canadian audience through the conduit of cultural media. But, they’re also doing a little more than that….

Case in point: on Monday, the Hon. Peter Fonseca, Ontario’s Minister of Tourism (pictured below, seated far left), formally announced new changes to the Canada Dry Festival of Fire taking place this summer at Ontario Place. This year’s pyrotechnic extravaganza will include celebrations of the South Asian community (June 28) and the Latin community (July 3); there will also be a Canada Day celebration (July 1), and ultimately, the Grand Finale on July 5.

“We are thrilled to announce this year’s program that will help expand the cultural horizons of this great festival,” said Fonseca. “The Canada Dry Festival of Fire showcases the diversity of Ontario and provides a significant economic boost to our tourism industry each summer. ”

A few things made yesterday’s announcement particularly special.

First, it took place in our own Media Centre. The press conference, emceed by CTV’s Ken Shaw, (pictured left) was co-organized by Ontario Place and DMS, and also counted Ontario Place Acting General Manager, Gary Commeford (pictured above, middle), Andy Bayfield, Vice-President and General Manager of Cadbury Beverages Canada Inc. (pictured above, seated far right), and Jose Ortega (see below) as special guests.

Second, with close to 70 people in attendance, it clearly caught the attention of some national mainstream media as well as over 25 diversity publishers and broadcasters — in large part, due to Ontario Place’s Terry Caddo and his staff, and my own DMS colleagues Joe March and Danyele Capizzo.

But, ultimately, what makes this all the more impressive, is that Ontario Place’s strategy and approach clearly doesn’t begin and end with just incredible fireworks, or simply “multicultural advertising” for that matter. It’s much more all-encompassing than that.

“This year’s festival doesn’t just begin with the amazing fireworks”, said Acting General Manager Gary Commeford. “It starts from the time Ontario Place opens its gates each day. The entertainment and cuisine throughout the park on festival days will give guests a taste of what these regional cultures are truly all about.”

Their approach also extends to how the fireworks’ music will be chosen … and, by who: Commeford explained that Ontario Place will be relying on world-famous, award-winning Indian film composer-musician A.R. Rahman (selecting the South Asian music on June 28) and Jose Ortega, co-founder, artistic director and programmer at Lula Lounge, a performance and art venue in downtown Toronto (selecting the music of Latin America July 3) . Toronto Star pop music critic Ben Rayner will choose the music for the July 1 Canada Day celebration. UPDATE: just learned that A.R. Rahman will not be participating this year.

Beginning last year, Ontario Place started to take a common sense approach to increase their park attendance. Knowing the true demographic diversity of the province, they developed a more inclusive marketing strategy. One particular element was outsourcing the music selections of each country’s fireworks submission to someone from the particular country; in fact, a colleague of mine here, originally from the Marche region of Italy, submitted music choices for Italy’s fireworks last year…it was incredible and extremely moving. The community’s overwhelming positive response confirmed to Ontario Place that this was a sound approach (no pun intended) that complimented and had a rightful place within their marketing efforts — one that went beyond “placing an ad” in some “ethnic” publication.

With Jose Ortega participating in this year’s Festival of Fire, no doubt, it will contribute to what will be a great show.