Destination Ontario is looking to jumpstart domestic travel with its largest campaign since 2022.
The “We Stand” creative, by agency partner Broken Heart Love Affair, showcases the province’s rugged landscapes and bustling cities while urging Ontarians to “discover a place like no other.”
The invitation to rediscover, support and celebrate Ontario is informed by internal insights Context Research Group’s findings that point to Ontario’s outdoor identity as being key to the province’s allure as a travel destination.
“‘We Stand’ is more than a campaign, it’s a call to explore, connect and take pride in the places and people that shape Ontario’s identity,” says Destination Ontario CEO, Vincenza Ronaldi. “Through powerful storytelling and bold visuals, this campaign invites Ontarians to rediscover the province and support the tourism businesses that are vital to our communities.”
The campaign is backed by a multi-channel media presence and includes TV, cinema and digital billboards in its rollout. Media support also includes radio and digital audio, social media, print and online video. Full-page spreads in 70-plus community newspapers will bring the campaign directly to Ontarians.
The launch is primarily focused is on domestic audiences, Ontarians in particular, but still includes U.S. outreach, with the DMO’s research suggesting continued interest from American.
Destination Ontario is leveraging a number of media tactics to engage diverse demographics, including social media and online video tailored to younger audiences. Initiative is handling the buy and Weber Shandwick is working on PR.
Destination Ontario numbers from this spring suggested that 90% of residents were planning an overnight trip in the province.
Leger data from this month showed 48% of Canadians responded that they were likely to travel within their home province compared with 38% before the Canada-U.S. trade war.
According to Statistics Canada figures from April, domestic travel in the country was 7.4% higher than the same month last year and exceeded the pre-pandemic rate of April 2019.
