Ontario Tourism promotes “extreme fun” weekends with multimedia campaign

Ontario Tourism and its regional partners – collected under the banner RToO4 – are blurring the lines between city and country with a new campaign proclaiming “extreme enjoyment is closer than you think.” The campaign launched last week and runs into October throughout Ontario and neighbouring markets in Michigan and New York. The campaign includes […]

Ontario Tourism and its regional partners – collected under the banner RToO4 – are blurring the lines between city and country with a new campaign proclaiming “extreme enjoyment is closer than you think.”

The campaign launched last week and runs into October throughout Ontario and neighbouring markets in Michigan and New York.

The campaign includes digital work on nine websites with names such as ILikeTheatreing.ca and ILikeMountainBiking.ca. These are accompanied by TV spots, mobile, print, social media, out-of-home monster boards and radio executions. It marks the first phase of the “Better Weekending” campaign that will go into full force in Spring 2013.

The work is Toronto agency Huxley Quayle von Bismark‘s first media campaign as advertising and digital agency of record for RTO4.

Andrew Shortt, founder and partner of Toronto agency Huxley Quayle von Bismark, said the agency strove to make “a big change” for the tourism brand. “Traditional tourism marketing focuses on destinations, but because these trips are short-haul, we’re calling them ‘weekends.'”

Huxley Quayle von Bismark has also launched a mobile platform so that when tourists arrive at their Ontario destinations, their smart phone GPS tools can help them find the best bike shop, restaurant or other points of interest.

Brands Articles

The case for companies staying off social media

It takes real commitment and, for many, it's just not worth the trouble

KitchenAid’s gingerbread social spectacle

A social media strategy for the holiday season pops up in Toronto

Coke targets foodies as consumers dodge sodas

As tastes evolve, Coke says it can be paired with more than pizza and wings

SoFresh embraces its Canuck roots

A dairy alternative brand tries to make its U.S.-grown ingredients more Canadian

Plan Canada refreshes Gifts of Hope

Annual giving campaign positioned as perfect gift for the hard-to-shop-for

Amazon unveils a store with no checkout

Sensors register shoppers' items and automatically charge them to Amazon app

Wake-Ups return after 65-year advertising slumber

A caffeine pill with broad consumer market ambitions

Pickle Barrel shows local food some love

Why the Ontario casual dining brand upped its focus on fresh ingredients

Tourisme Montreal apologizes in advance

The city's 375th birthday celebrations will likely wake the neighbours all year