Winter.  Yuck.

If you’re like us and live in the big city, it’s not something you enjoy. There’s just not much to say in favour of dirty, slushy streets. And then there’s the never-ending greyness…

So what are Torontonians in search of some authentic winter fun to do?  Escape to cottage country!

Explorers’ Edge (officially known as RTO12 by the Ontario Ministry of Tourism, Culture and Sport) is the region north of Toronto that includes Algonguin Park, the Almaguin Highlands, Muskoka and Parry Sound.   In just a couple of hours, salt-stained urbanites can be in the middle of a true Canadian winter.  And there’s a lot of winter to be enjoyed in Explorers’ Edge – ice-fishing, dog-sledding, skiing, pond hockey, shoeshoeing, or just curling up in front of a fire in a fancy resort – it’s all there waiting for you.

We were fortunate to be tasked with the job of developing an integrated winter ad campaign for Explorers’ Edge.  Our campaign literally transforms the perception that cottage country is just for summer vacations. With a reverential nod to the iconic mid-20th century advertising and travelogues of the1950s, the campaign includes radio, outdoor (pictured above), newspaper, online and Facebook.

In Explorers’ Edge, winter turns up the fun!