Ourfaves first press release… it’s official we are live!

rock-it promotions • media release • hot news in town

FOR IMMEDIATE RELEASE – WEDNESDAY, MAY 2nd, 2007

BEST BOWL OF PHO AT THAT LITTLE SPOT THAT LOOKS REAL SHADY?
BEST PATIO FOR CHEAP DRINKS AND A FIRST DATE?
BEST SHOP FOR VINTAGE VINYL AT THE END OF YOUR STREET?

NEED A TRUSTED SUGGESTION, BUT DON’T KNOW WHERE TO LOOK?

ourfaves.com revolutionizes word of mouth with a site that lets
locals sound off on the best of Toronto

Toronto, ON — On Wednesday, May 2nd, ourfaves.com will officially open its online community seeking to amplify local opinion on what’s great in the city. Harnessing the power of city search, social networking, and user-generated content, OurFaves enables local aficionados and passionate urbanites to share and discover Toronto favourites on a city-wide scale. OurFaves is a revolution in word of mouth that promises to connect people with one another, and their community, in a whole new way, both online and off. Toronto is the first to get the fave treatment, but plans are in the works to bring OurFaves to other North American cities in the months to come.

OurFaves was born from the idea that the first place most people turn for tips on the local scene is their trusted sources – friends, local experts, and other city-savvy folks who share their interests and tastes.

The OurFaves platform enables community collaboration on a dynamic, real-time snapshot of the best of the city, according to users. “It’s a fun (and useful) way to share and help others discover hidden gems, neighbourhood haunts, and some stand-out local places that you may not know about even though you could have walked by a place 100 times,” says OurFaves Creator Candice Faktor.

Whether looking to discover a great date spot, an inspired tattoo artist, a unique boutique, or to sound off on the best vegan banana muffins in the east end, OurFaves provides a platform that enables users to contribute and find the content relevant to them, from the popular to the niche, quickly and easily.

Free-form tagging of entries by contributors means fave-related information is captured and shared in an unparalleled way, with an unparalleled level of detail. Any place or thing is ‘fave-able’: a perfect patio for summer drinks, an unbelievable mushroom and arugula salad, or a great place to buy vintage rock t-shirts. The only limit is users’ creativity.

A joint venture start-up, OurFaves was incubated within Torstar Digital, with consulting and technical personnel to develop the .net platform provided by imason Inc. The team is led by Torstar Digital’s Director of Strategy, Candice Faktor. OurFaves represents the response of these two firms to an online media environment which demands innovation and experimentation, and emphasizes web 2.0 applications that highlight collaboration and sharing among end users. Web 2.0 applications (such as facebook and youtube) are the new generation of communities. They represent a shift from one-way information based sites to a user generated, social web that facilitates dialogue between users and harnesses the collective intelligence of a group.

About imason: imason is a Toronto-based technology consulting firm that designs, architects and develops leading-edge web solutions that benefit the employees and customers of large enterprises.

About Torstar Digital: Torstar Digital’s mission is to deliver technology and strategic leadership to its online-only properties, create winning online businesses that can leverage Torstar Corporation’s wealth of media assets and assist in online enabling of Torstar Corporation’s existing portfolio of print businesses.

For more information, or interview requests with creator Candice Faktor, please contact
Debra Goldblatt at rock-it promotions at 416.656.0707 or debra@rockitpromo.com

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