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.
Marketing 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.
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.
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.
Tier 1 Campaign Samples
Tier 2 Campaign Samples
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:
- Cruise the Coast – Motorcycle Map
- The Great Waterfront Trail Adventure – Lake Erie Waterfront Trail
- London Beer & BBQ Show
- Gourmet Food & Wine Expo
- London Wine & Food Show
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.