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ADVERTISING CAMPAIGNS

Toronto ‘Autumn short breaks’

Agency: muse:advertising

Client: Ontario Tourism

Ontario Tourism Marketing Partnership Corp (OTMPC) in partnership with Tourism Toronto, Air Canada and other travel trade partners are have launched their latest Fall consumer campaign within the UK.

For the fourth year running, this multi-faceted campaign will be focusing on encouraging UK consumers to visit the city of Toronto for a pre-Christmas shopping break and highlighting the ease of visiting the city, the range of shopping, entertainment and cultural options available and the city’s close proximity to Niagara Falls and the wine region.

Components of the campaign include billboards across London mainline rail stations for two weeks from September 10 and sponsored by Canadian Affair.

The poster presence is backed up by a three-week radio promotion on London’s Magic FM with in partnership with Air Canada and Travelpack.

In order to run this promotion a group from Magic FM (DJ, online editor and producer) visited Toronto and experienced the holiday prize for themselves.

Whilst in the city they produced radio features showcasing different aspects of Toronto, which will be played every day for a week on the Neil Fox More Music Breakfast Show.

Whilst in the city they produced radio features showcasing different aspects of Toronto, which will be played every day for a week on the Neil Fox More Music Breakfast Show.

Listeners will then be given the chance to win the short break. Magic FM will also be offering a prize holiday on their website.

The majority of the campaign spend is on advertising online both contextually and through demographic profiling.

This has enabled the campaign to focus directly on its ABC1 target audience (adults between 25 to 55, 70% female 30% male).

The tour operator partners who will facilitate online bookings’ include Canadian Affair as well as lastminute.com and Travelpack both of whom are partnering with airline partner Air Canada.

AJR
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