Ontario Tourism, Regional Tourism Org. 4
Branding, Art Direction, Digital Content Management.
This case was about creating a Massive Platform that transformed our client’s business and unified their marketing efforts. In order to bring Betterweekending to life, we created a suite of multi-channel assets.
At the beginning of 2012, we were selected as the advertising AOR for Ontario Tourism’s RTO4 and challenged to create a campaign that would help them increase travel receipts to the region by 25% over three years by getting more people who come out on day trips to stay overnight.
Betterweekending Massive Platform.
The result of this was the Betterweekending Massive Platform. The Betterweekending platform springboards off the insight that when looking at short haul (less than 3 hours by car) travel, people don’t ask themselves where they want to go this weekend, but rather what should they do. Most tourism advertising promotes destinations, which is why it is not effective in short haul situations. We created a campaign based around 5 online portals, each promoting not a destination, but an activity offered in the region, such as theatres, mountain biking, going to the beach and fishing. We then show people how they can make a great weekend by combining these activities into a full, memorable weekend.
The initiative, while digital in the main offering, was launched with a multimedia campaign including TV, radio, out of home, print, digital social media (Pinterest, Instagram, Facebook, Youtube and Twitter), and mobile media.
The spots we created were featured on TV and mutiple 30-second content videos for social media.