NTMC BREAKS BRANDING SPOTS IN NORTHERN ONTARIO CAMPAIGN
By Adnews Staff
The Northern Tourism Marketing Corporation of Thunder Bay, Ontario has stepped up its efforts to put Northern Ontario on the map as a vacation spot. The corporation extended its promotional advertising campaign, called "Northern Ontario: So Beautiful It's Hard To Share", yesterday with the launch of television advertising. The television spots, running on Global, CTV, MCTV, Outdoor Life Network, Discovery Channel, TNN and ESPN for eight weeks, follow up print advertising that began running in April. In Canada, the NTMC is targeting residents in Ontario, Manitoba and English-speaking Quebec, while south of the border the group is targeting residents in Minnesota, New York, Pennsylvania and Michigan. The campaign is intended to brand Northern Ontario as a major travel destination. The "It's So Beautiful It's Hard To Share" theme resulted from consumer research suggesting that people who enjoy good things cannot decide whether to share these experience with friends or keep them to themselves. The campaign is designed to poke fun at the fact that Northern Ontario residents are proud of their heritage and don't necessarily want to share it with those who may travel north. The NTMC tapped advertising agency J. Walter Thompson, public relations agency Hill & Knowlton and media agency Media Buying Services, all of Toronto, to create its $2 million campaign.