Ottawa Tourism Launches Surprising New Ad Campaign

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Ottawa Tourism has launched a fresh new consumer advertising campaign targeting Toronto and Montreal with TV, radio and subway ads that dispel the myth that the Capital is a sleepy town where not much happens.

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With this new campaign, we’re adding more of the urban experiences to our messaging mix – and doing it with fun creative that’s got a bit of attitude and edge.

Ottawa Tourism has launched a fresh new consumer advertising campaign targeting Toronto and Montreal with TV, radio and subway ads that dispel the myth that the Capital is a sleepy town where not much happens.

The key messages of the campaign: We don’t roll up our sidewalks at 5 o’clock; Not all of our parties are political; and – thanks to the free Mosaika Sound & Light Show – Parliament Hill is even more entertaining after the politicians have left for the day.

“We wanted to send a signal to our key markets that while they know Ottawa for its national sites, great museums and natural beauty, we’re also a town that likes to have fun,” says Noel Buckley, Ottawa Tourism’s President & CEO. “Our research shows we score very well on the capital, culture and nature pillars of our brand, but that the great urban experiences we offer were less well-known.”

The campaign, which runs throughout the summer, includes television commercials, radio, outdoor, online and print advertising, as well as social media initiatives. Viewers are directed to the Ottawa Tourism website where they can book hotels, getaway packages, 3rd night ½ price deals, and tickets to a myriad of attractions, museums and events.

“Research and sales results show we’ve done a great job making Ottawa top-of-mind with consumers in our major markets – and we’ve been recognized as having the best tourism advertising campaign in Ontario three of the past four years,” says Karen Squires, Ottawa Tourism’s Executive Director of Marketing. “With this new campaign, we’re adding more of the urban experiences to our messaging mix – and doing it with fun creative that’s got a bit of attitude and edge.”

Research planned for later this summer will show whether the campaign is helping to change perceptions of the Capital. In the meantime, direct sales revenue from hotel bookings and packaged getaways are moving at a brisk pace – up 18% year-to-date over last year.

View the TV commercials at http://www.ottawatourism.ca/commercials.

Ottawa Tourism provides industry leadership and destination marketing to service the travel media and attract visitors, tours and conventions to Ottawa and Canada’s Capital Region. Visit Ottawa Tourism at http://www.ottawatourism.ca.

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Jantine Van Kregten
Ottawa Tourism
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