Case Study — Ontario
We recently implemented a high impact, multi-media consumer campaign on behalf of Ontario Tourism and partner Tourism Toronto. This was to build upon the success of previous campaigns in Fall 2005 and Spring 2006 highlighting Toronto as an aspirational short break destination to the Pre-Christmas shopping market.
Media components were chosen for their previous success in this market - 8 page magazine supplements, radio advertising and competitions, national press advertising and London mainline stations outdoor advertising. In addition, new elements such as podcasts and consumer magazine advertising in Grazia gave the campaign an up to the minute edge by capitalizing on current technology and consumer trends.
The campaign was supported by Air Canada along with key tour operator partners Thomas Cook Signature, Tailor Made Travel, Travelpack, Virgin Holidays, Lastminute.com and American Holidays who provided tactical offers and call to actions via dedicated phone numbers and web URLs.
Joint Marketing Activity to support the campaign raised awareness online, via Lastminute.com and to the UK travel trade via Travel 4.
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