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Ontario Tourism Marketing Partnership begins summer campaign

The Toronto-based Ontario Tourism Marketing Partnership Corporation has begun a summer marketing campaign intended to encourage families to discover the tourism experiences offered by the province. The campaign includes television, radio and billboard advertising in Ontario and the United States. Four 15-second TV commercials will run for five weeks beginning on May 15. Four 30-second radio ads will run for four weeks. The creative depicts a series of apparently exotic locations that turn out to be in Ontario. The billboards will resemble postcards from the locations featured in the broadcast ads. The ads direct viewers to a website at <>. A customized version of the campaign will run in Rochester, Syracuse, Buffalo, Detroit and Cleveland. A separate French-language campaign will break in Quebec on May 29. “Our research told us that many people perceive the province as a ‘been there, done that’ travel destination and that we need to give visitors, and Ontarians, compelling new reasons to vacation in Ontario this summer,” said Sandra McInnis, president of the corporation. “This new campaign is meant to surprise consumers by highlighting the many diverse and unique discoveries that can easily be found right in their own backyards in Ontario.” The Ontario Tourism Marketing Partnership Corporation is the tourism marketing agency of the Government of Ontario.

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