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Ontario Tourism Marketing Partnership breaks Montreal campaign

The Ontario Tourism Marketing Partnership began a new phase yesterday in a Montreal-based campaign intended to attract visitors from that city to Ontario. A teaser campaign broke two weeks ago, consisting of billboards depicting islands, beaches and festivals. The creative described these destinations as located in a place called Toarino. The new phase reveals that Toarino is Ontario. The campaign, which is aimed at French-speaking couples and families in the city, consists of radio and billboard ads in the Greater Montreal area. Three 30-second radio commercials will run for six weeks, while the billboards will run for four weeks. The creative directs consumers to visit a website at <> for more information. Other elements include restaurant signage, postcards, a contest, mobile advertising, public relations and participation in various consumer and trade shows. “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 compelling new reasons to vacation in Ontario this summer,” said Sandra McInnis, president of the partnership. “This exciting new campaign is meant to change Montrealers’ perceptions of Ontario and open their eyes to our province as an attractive and appealing travel destination.”

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