Cundari, Ben Farella Group develop northern Ontario campaign
The Northern Ontario Sub-Regional Tourism Operation has hired Cundari of Toronto and the Ben Farella Group of North Bay, ON to develop a marketing and communications campaign promoting travel to northern Ontario. "Cundari stood out as our agency of choice certainly for their wealth of expertise and success in place-branding," said Rob Skelly, former manager of tourism, culture and marketing for the City of Greater Sudbury and former managing partner of the RTO13A Awareness Project. "The team had a unique approach and commitment to understand who we are through the lens of both an insider looking out and an outsider looking in." The goal of the campaign is to change the perceptions that people have about northern Ontario, specifically, that it is far away with little going on. The campaign includes online advertising, billboards and community newspaper ads aimed primarily at travelers in the Greater Toronto Area who already have a propensity to visit the region. The initiative also includes a contest, conducted via Facebook, the winner of which will receive a trip for four to northern Ontario from WildExodus.