Ontario Tourism Marketing Partnership Corporation

THE GREAT ONTARIO OUTDOOR ADVENTURE CAMPAIGN

Award:
SIA Summit International Awards 2007
Marketing Effectiveness Award

Finalist:
Consumer Image Campaign - for outstanding work in Marketing Strategey and Effectiveness

CHALLENGE

The Ontario Tourism Marketing Partnership Corporation (OTMPC) works with the tourism industry to establish Ontario as the premier four-season destination in North America. OTMPC received great feedback from calendars released over the 2 years and wanted to follow up on it with a third offering with more detail and a higher distribution. The calendar’s release would coincide with, and promote, their contest entitled the Great Ontario Adventure of a Lifetime.

INSIGHT AND KEY CONSIDERATIONS

We faced a number of design challenges. We had to create a 12-month bilingual calendar with extensive text, without stealing attention from the awe-inspiring work by photographers including the world renowned McGuffins. The images were the main attraction and we kept them front and centre. We also needed to incorporate details about an outdoor adventure contest into the calendar and related promotional materials.

IMPLEMENTATION

In addition to the calendars we created a point-ofpurchase display that was functional, and consistent in design with the calendar and accompanying poster. The POP had a pocket in the front large enough to contain the calendars, and also had a tear-off sheet containing contest entry details.

RESULTS

OTMPC has reported one million hits to the website in the first 10 months of this year and many great reviews. Calendars, point-of-purchase displays, and posters were distributed by the OTMPC through Black’s Photography stores, MEC’s (Mountain Equipment Co-op) and other partners throughout Ontario to coincide with the Outdoor Adventure Show in Toronto.