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Fall Ontario tourism campaign begins

The Toronto-based Ontario Tourism Marketing Partnership has begun a new campaign promoting the province at a fall travel destination. The campaign, which is aimed at affluent couples, includes television, radio and coffee sleeve advertising. Two 15-second TV commercials will break on Sept. 11 promoting Ottawa, the Niagara wine region and 10 other locations. These ads will run in Ontario for five weeks. Five-second ads will also run on Global Television. Other elements include online promotions, Web banner advertising and a contest. Through an association with CTV and Alliance Atlantis, ads featuring trivia questions about Ontario will direct viewers to enter a draw called the “Fall Tour of Indulgence” through the <http://www.ontariotravel.net> website. The winner will receive a weekend trip to an Ontario destination. Thirty-second radio ads will also air in some markets, along with 15-second ads attached to radio traffic reports in Toronto and Hamilton. In addition, copy promoting various Ontario tourism experiences will be displayed on 150,000 coffee cup sleeves distributed through coffee retailers in Toronto and Ottawa. “This new campaign showcases Ontario as surprisingly unique and gives residents and visitors many reasons to explore the wonderful experiences we have nearby,” said Robin Garrett, president and CEO of the partnership. A similar campaign will run in Detroit in association with Local 4 TV and WOMC Radio.

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