(September 10, 2012, Bracebridge)…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.
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.
About Explorer’s Edge
One of 13 Regional Tourism Organizations (RTOs) funded by the Ontario Ministry of Tourism, Culture and Sport, RTO12 includes Algonquin Park, the Almaguin Highlands, Muskoka and Parry Sound.
RTO12 is a not-for-profit agency that is governed by a volunteer Board of Directors. The mandate for RTO12 includes providing industry leadership and strategic planning, developing the workforce and skills training. RTO12 is the administrative name for the region that is known in the consumer marketplace as Explorers’ Edge.
About Cloud AdAgents
Cloud AdAgents is a new concept in advertising agencies. Built on the premise that the “World is Our Office,” the agency combines local full-time talent with a network of traditional and digital advertising professionals. Cloud AdAgents’ proprietary creative development process, Worldstorm®, engages creatives from around the world in the search for breakthrough ideas.
For more information contact:
President, Cloud AdAgents