Past Marketing

FY 2017/18

Innovation and evolution were keys to marketing efforts for SWOTC in FY 2017-18. Campaigns were built on previous successes and also creating a new approach to focus on taking consumers further through the travel purchase cycle.

 

The overall goal for marketing continues to be to position best-in-class regional experiences within Waterfront and Beer, Wine & Culinary (BWC) as key demand generators to drive visitation supported by complementary activities to extend length of stay in the region. In FY 2017-18, the RTO took a new approach to accomplishing the overall goal by targeting two distinct types of consumers: lure and engaged. The lure consumer is defined as those who have low awareness of the region and/or who have not yet visited the website. The engaged consumer is defined as those that have awareness of the region and has demonstrated an interest in travelling by visiting the website, joining the consumer database, and/or becoming a part of the social media audience.

 

The lure campaign targeted consumers with two types of messaging: Waterfront messaging and BWC messaging. The objectives of the lure campaign were to create an audience that is aware of, and interested in, Ontario’s Southwest and its Waterfront and BWC experiences as well as convert this audience into an “engaged” audience, defined as those in the consideration and/or intention stages of the travel purchase cycle. The lure campaign messaging was split into two categories; Waterfront messaging built on previous years’ “Best Beaches” campaigns and BWC messaging built on last year’s Next Stop: Taste video series and all of its content.

 

The engaged campaign built on the successes of previous and new lure campaigns by reaching consumers lost between initial website visits and demonstrating engagement. The campaign used tactics specifically dedicated to capturing attention and moving consumers through the purchase cycle from the “consideration” stage to the “intention” stage. The engaged campaign targeted consumers with messaging related to all of the Waterfront and BWC priorities.

 

FY 2016/17

Building on the refinement and the success of our marketing strategy from FY2015-16 of utilizing seasonal campaigns, FY 2016/17 has seen further refinement to experiential focused campaigns highlighting our major experience categories; Beer, Wine and Culinary (BWC), Waterfront, and Ancillary. The campaigns geographically targeted primarily proximity drive markets including bordering U.S markets, Michigan, Ohio & Western New York and Southern Ontario Markets outside of Ontario’s southwest including Kitchener-Waterloo, Guelph, Niagara, Oakville, Brantford, Hamilton and the outer Greater Toronto Area (GTA). The secondary geographic markets were the GTA and within Ontario’s Southwest.

 

The two major experience campaigns, Beer, Wine and Culinary and Waterfront, make up the bulk of marketing in 2016/17 along with a smaller Ancillary campaign focused on tourism experiences (e.g. cycling, fishing, and camping), which may not be known as well known as its core experiences (e.g. beaches). The campaign tactics for both major campaigns includes digital advertising tactics such as Google Advertising, Audience Targeting System display advertising, Facebook, Media Relations, Video, E-blasts, Social Media, and more; plus additional tactics unique to the individual campaigns.

 

Click here for details of the FY 2016/17 Marketing Campaigns.

 

FY 2015/16

Building on the refinement and the successes of our marketing strategy from FY2014-15 of utilizing seasonal campaigns, FY2015-16 has seen further refinement to experiences focused campaigns highlighting our major experience categories Beer, Wine & Culinary (BWC), Waterfront, and Birding. The campaigns geographically targeted primarily proximity drive markets including bordering US markets, Michigan, Ohio & Western NY, and Southern Ontario markets outside of Ontario’s Southwest including Kitchener-Waterloo, Guelph, Niagara, Oakville, Brantford, Hamilton, and the outer Greater Toronto Area (GTA). The secondary target geographic markets were the GTA and within Ontario’s Southwest.

 

The two major experience campaigns, Beer, Wine & Culinary and Waterfront, make up the bulk of marketing in 2015/16 along with a smaller campaign focused on Birding that will launch in early 2016. The campaign tactics for both major campaigns include mostly digital advertising tactics such as Google, Audience Targeting System display advertising, Facebook & mobile, micro-websites, media relations, E-blasts, social media, and more; plus additional tactics unique to the individual campaigns.

 

Click here for details of the FY 2015/16 Marketing Campaigns.

 

FY 2014/2015

Summer_FSICoverMarketing efforts in 2014/15 saw a refinement of our campaign strategy to two seasonal campaigns. The campaigns geographically targeted primarily bordering US markets, Michigan & Ohio, and Southern Ontario markets outside of Ontario’s Southwest including Kitchener-Waterloo, Cambridge, Niagara Falls, and the outer Greater Toronto Area (GTA). The secondary target geographic markets were the GTA and within Ontario’s Southwest.

 

The two seasonal campaigns that made up the bulk of marketing in 2014/15 were a Summer Campaign and a Fall Campaign. Each campaign’s tactics included a Free-Standing-Insert (FSI), digital advertising, including Google, Trip Advisor, Weather Network, Facebook & mobile, website content updates, E-blasts, social media, and more.

 

Click here to view details of FY 2014/15 Marketing Campaigns.

 

FY 2013/2014

Marketing efforts for 2013/14 focused on product specific campaigns. Product priorities were segmented as Tier 1 and Tier 2, listed below, with Tier 1 products being promoted each with their own multi-platform campaign and Tier 2 products promoted collectively with one multi-platform campaign that also included Brand Awareness.

 

2013-14_TiersGraphic

 

Geographically, the primary target market for these campaigns was the Greater Toronto Area, and secondarily, Michigan and within Ontario’s Southwest. For tactics, the advertising for all campaigns consisted of print, including magazine & newspaper, digital, radio, out-of-home, and video.

 

FY 2013-14 Campaign Results

 

Tier 1 Campaign Samples

Tier1_2013-14

 

Tier 2 Campaign Samples

Tier2_2013-14
Partnerships

To go along with marketing efforts during 2013-14, SWOTC also partnered with a number of tourism organizations and operators on a number of projects including:

 

 

 

FY 2012-2013

 

Spring of 2012 saw the launch of the brand new Ontario’s Southwest brand with a brand new logo and website. The marketing campaign for this launch was a brand awareness campaign utilizing a combination of traditional and online media platforms highlighting key product priorities including culinary & wine, festivals, birding, motorcycling, and fishing.

 

FY 2012-2013 Campaign Results

 

2012-13_Marketing