DESIGN AND DEVELOPMENT OF ONTARIO PARKS INSIDER
CHALLENGE
Ontario Parks was looking for an efficient, effective and visually pleasing vehicle for the purpose of increasing interest in and usage of Northern Ontario Provincial Parks.
INSIGHT AND KEY CONSIDERATIONS
Competition for tourism dollars is fierce. Ontario Parks is a highly visible and trusted brand in the tourism sector. To achieve the goal of increasing traffic to Northern Ontario parks, four distinct target markets were identified along with specific parks for consideration. A highly sophisticated e-marketing campaign proved to be the vehicle of choice in Ontario Park’s efforts to drive visitors to northern park destinations.
IMPLEMENTATION
The Ontario Parks database provided an excellent starting point for determining target market segmentations. A great deal of concepting and multiple drafts resulted in the development of the Ontario Parks Insider direct e-mail campaign which saw recipients in each segment receiving targeted parks information. Six editions were focused on a different park for each target market. Each edition brought the highlighted parks to life through the use of stunning images and compelling text.
RESULTS
Initially, identified target markets were sent an invitation to subscribe.<br>The response was phenomenal and feedback indicates TWG Communications has created a winner for Ontario Parks.
