ONTARIO HOPES AD BLITZ BRINGS BUCKS
By Adnews Staff
Only two months after its launch, the Ontario government's Market Ontario investment advertising strategy is facing its first big test at the World Economic Forum in Davos, Switzerland. The campaign, which uses TV and print publications aims to get international executives to invest money in Ontario. Spots featuring premier Mike Harris appear on CNN and in business publications such as Forbes, Fortune and Businessweek. Ads will also be shown on international flights with a high percentage of business people. Some of the ads will include the heads of multinational corporations extolling Ontario's virtues. Market Ontario is a $50-million, three-year strategy launched last fall. Its goal is to drum up international investment in the province using a variety of methods including: direct marketing, strategic advertising, international public and media relations, corporate calls and strategic meetings with multinational representatives, as well as distribution of an Ontario video developed with the help of 64 Ontario companies and organizations. The ad campaign was developed by Axmith, McIntyre, Wicht of Toronto.