As part of a long-term strategy to build shoulder season tourism throughout Algonquin Park, the Almaguin Highlands, Muskoka and Parry Sound, Regional Tourism Organization 12 (RTO12) has launched a major fall marketing campaign and enlisted some big Canadian names to help promote it.
Canadian icons highlight distinct character of Explorers’ Edge.
In a multi-media campaign that includes radio, online and out-of-home advertising, and social media, RTO12, also known by its consumer brand name as Explorers’ Edge, hopes to distinguish itself from other Ontario destinations that are also marketing fall by highlighting an additional colour that exists in abundance in its own region – blue.
“The thousands of sparkling blue lakes that carpet this region really amplify the fall colours,” said James Murphy, executive director of Explorers’ Edge. “If you look at a photo of our region in fall, mostly likely you will see a lake in it, and blue will be the dominant colour amongst the red, yellow and orange. It’s our spectacular blue lakes that heighten the brilliance of the traditional fall palette. In Explorers’ Edge, we’ve got red, orange, yellow – and we’ve got blue too.”
To raise awareness of this unique feature, Explorers’ Edge turned to Roots co-founder Michael Budman and world champion kayaker Adam van Koeverden, two well-known Canadians who have strong ties to the region: Algonquin Park inspired Mr. Budman and co-founder Don Green to create their company, and van Koeverden has long trained on Tea Lake in the iconic park.
“We are thrilled that Michael and Adam are lending us their support,” said Murphy. “Their involvement will help us build new audiences for the region by changing the perception that we are primarily a summer-only destination, and will help to distinguish us in a crowded fall tourism market.”
The campaign, created by Cloud AdAgents of Toronto, includes an intensive radio campaign targeting the GTA featuring Budman and van Koeverden, as well as a video for distribution online via Youtube and Facebook. Other components include digital advertising via Cineplex Media, online advertising and a “Fall Blue” contest.