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6 Unforgettable days in Ontario, Canada: Comes to St Pancras station for four weeks

Ontario Tourism, the Canadian Tourism Commission, Tourism Toronto and Ottawa Tourism are working together to bring the Canadian province to the UK this Spring with an integrated consumer campaign. The campaign will include Online, Print, Social Media, an E-newsletter and an Out of Home advertising campaign, launching March 16th, 2015.

The Out of Home advertising campaign will include a four week station domination at St Pancras Station including a tunnel wall wrap connecting St Pancras and Kings Cross and 6 sheets inviting London commuters to experience 6 unforgettable days in the province through a series of Instagram-like images.

The itinerary-led photographic “wall” idea will also be incorporated into a print component. National (Telegraph) and a London centric (Evening Standard) up-weighted campaign will also focus on the commuter audience. The 'immersion in imagery' approach will continue with a high impact online/digital takeover which will showcase the imagery from the London station immersion wrap, over a four week period. The online section of the campaign will run for six weeks.

Consumers will be invited to go to where eight tour operator packages will be featured allowing visitors to book trips to Ontario, ranging from city breaks to touring and fly-drive packages bookable through a number of UK operators including Canadian Affair, Titan and Thomas Cook Signature.

Ontario Tourism will run a supporting social media campaign using the hash tag #DiscoverOntario. There will also be a social media fam running later in the year, whereby bloggers will have the opportunity to take part in some of the most exciting experiences that Ontario has to offer. These include canoeing in Algonquin Park and a trip to Niagara Falls.

The e-newsletter will be sent out to Ontario Tourism’s database of over 70,000 consumers giving them the opportunity to book the featured packages directly with tour operator partners and enter a competition to win a seven night trip to Ontario. The competition sees Canadian Affair offering consumers a chance to win a seven night fly-drive for two valued at approximately £2000, this competition will be running throughout the campaign.

Lisa LaVecchia, Vice President Marketing of Ontario Tourism Marketing Partnership Corporation says “following the remarkable success of last year’s "6 Unforgettable Days in Ontario" Out of Home Advertising Campaign, we are very excited about making it bigger and better this year! Running the campaign for four weeks means additional exposure for Ontario and will tell the Ontario travel story in a more exciting way. We are looking forward to rolling out the new campaign in partnership with the Canadian Tourism Commission.”

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