Campaign details

Agency: FCB Canada
Advertiser: Ontario Tourism Marketing Partnership Corporation
Category: Services

Section I — Case Parameters

Business Results Period (Consecutive Months): June – December 2016
Start of Advertising/Communication Effort: June, 2016
Base Period as a Benchmark: June – December 2015
Geographic Area: Canada
Budget for this effort: $2 – $3 million

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

Ontario, Canada had a tourism problem. Travel within the province was in decline because Canadians thought they'd seen it all and that it no longer had the power to surprise them.

So we challenged that perception by asking them to answer a simple question: Where am I? This question was the beginning of a campaign that advertised an exotic travel destination on TV, online, cinema, print, and Instagram, but didn't tell Canadians where it was.