Destination Ontario: Discover Together

Daisy Qin, Karlene Antoine, Tim Welsh

Destination Ontario, a tourism organisation, launched a campaign in the UK and Germany to increase awareness of Ontario as a tourism destination, encourage consideration for a future trip, and persuade travellers to venture to Ontario.

Campaign details

Brand: Destination OntarioBrand owner: Government of CanadaEntrant company: FCB Canada - CanadaIdea creation: Initiative TorontoMarket: EuropeSector: Transport & tourismMedia channels: Search marketing, Social media, Content marketing, Websites & microsites, NewspapersBudget: 500k - 1 million

Executive summary

Our campaign “Discover Together” for Destination Ontario encouraged UK and German expats to reunite with their friends and family in Ontario, after being separated for far too long due to the pandemic.

As travel restrictions eased, the global competition for travellers tightened as tourism-starved markets around the...

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