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

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

CTV’s content-driven approach to PR

Pairing traditional press releases with quirky, Buzzfeed-inspired lists

Home Depot data breach brings class action suit

Big box retailer joins others dealing with life after the hack

Campbell Company gives soup products a facelift

Heritage brands reformulated and repackaged for contemporary tastes

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path