2008-09 Ontario Tourism Brand & Segment Campaigns

2008-09 Great Ontario Outdoor Adventure Campaign

Creative	Medium	Specifics	In Market
Great Ontario Outdoor Adventure Site	Online	ontariotravel.net/outdoor	Year-round
2009 Great Ontario Outdoor Adventure Calendar	Calendar	250,000 copies (210,000 English + 40,000 French). Distributed in Canadian Geographic and Géo Plein Air magazines, Mountain Equipment Co-op's Toronto-area stores, at Adventure Shows, and available through Ontario travel centres, website and call centre.	Dec

Contests - In partnership with the cities of Thunder Bay and Sault Ste. Marie

Online

Hosted on ontariotravel.net/outdoor

Jan 11 - May 31/08

Dec 12/08 - May 28/09

General Poster
Retail Poster
Retail Post Card #1
Retail Post Card #2
Retail Post Card #3
Retail Post Card #4

Distribution in Mountain Equipment Co-op's Toronto-area stores and at Adventure Shows

Jan - May

Contest Promotion by City of Thunder Bay

Viral Video

Webpage

Print Ads

Online

Online

Print

Posted on YouTube.com

VisitThunderBay.com

Contest featured prominently in leisure ads in various domestic and US publications

June, July

Additional Online Marketing

Email #1
Email #2
Email #3

Online

Email marketing to Outdoor segment subscribers. Total of 4 scheduled for 08/09.

May 27
July 15
Sept 16

Canadian Geographic Media Partnership

"Wrinkles" (full-page) "Zen" (full-page) "Friends" (full-page) "Fall Colours" (full-page) "Winter Fun" (full-page) "Contest" (1/3-page) "Colourful Originals" (full-page) "Enjoy Winter" (full-page)	Magazine	8 ad insertions (6 bi-monthly + 2 special travel editions)	Jan - Dec
"Find your Zen moment" "Don't linger inside"	Online	Featured Destination Advertorials in canadiangeographic.ca	Spring & Summer

Ontario Snow Resort Association Partnership

Print & Online

Ad in the OSRA Winter Guide. 40,000 copies distributed through the OSRA and Ontario travel centres

Oct - Mar

Ontario Parks Partnership

Contest Ad - full-page Contest Ad - 1/2-page	Print	Ontario Parks Guide	Year-round
Ontario Parks Insider (e-newsletter) Homepage Feature	Online	Reciprocal distribution of content and promotions	6 times per year Year-round
eNewsletter Feature	Online	Featured destination in the Travel Advisory section of the June 08 enewsletter	June

Mountain Equipment Co-op Partnership

Point of Purchase Display
In-Store Signage

Calendar and postcard distribution, in-store signage and program presentations in Toronto-area stores

Year-round

Géo Plein Air Media Partnership

French Calendar
4-Page Insert

Magazine

French calendar distribution (50,000) + 4-page insert

January

Direction Ontario Partnership

2-Page Ad

Ad in Direction Ontario guide L'Ontario

Summer

Campaigns

2012-13 Campaign
2011-12 Campaign
2010-11 Campaign
2009-10 Campaign
2008-09 Campaign