ONTARIO GOVERNMENT BREAKS NEW ADVERTISING
By Adnews Staff
The Ontario Ministry of Tourism, Culture and Recreation is using television advertising to promote the province as a destination for vacation and holiday weekends during the upcoming spring and summer seasons. Two separate campaigns will be used. The first, created by BBDO Canada, targets Americans living within driving distance of the border, encouraging them to travel to Ontario. The "Come on Over" campaign makes use of Shania Twain's song of the same name. It began a six-week run last week, supported by print advertising. A second campaign, created by Axmith McIntyre Wicht of Toronto, targets Canadians and consists of two waves of advertising beginning this week. The first wave includes two new 30-second spots promoting Ontario's urban and outdoor vacation possibilities. Four 15-second spots, describing experiences with which Ontario residents may not be familiar, will also run along with print advertising and radio executions.