Ottawa Summer Marketing Plan and Creative Review
Upcoming Creative Mid-May through June
In partnership with Ottawa 2017, Canadian Museum of History, Canadian Museum of Nature, National Gallery of Canada and OTMPC. Creative will be updated to highlight the next set of big events and as dates pass a new event will take its place. For example, when Rally Cross is over something else like La Machine. Additional highlights will include 2017 events as well as other yearly big events and the casino.
Running two spots simultaneously in the market through online video and TV focusing on big events and new museum openings.
English Summer Events Spot:
Museums Spots 3 different commercials:
Similar creative to the museums and events spots will run four weeks of TV in Toronto and Montreal. Two weeks in June and two weeks in July.
Digital Banner Advertising Samples
June 8-page insert
Integration of Ottawa 2017 big events and messages into the Ottawa Tourism 8-page insert in mid-June 2017. The insert will be distributed in daily newspapers in Toronto, Golden Horseshoe, Kingston, North Bay and Montreal.
Continue to run a significant geo-fencing campaign, capturing and retargeting out of town people with a comeback message focused on La Machine.
30-second spot that follows the same creative script as the online video (April and June) in Montreal and Toronto.
Out of Home
In Toronto and Montreal beginning week of June 5. Combination of digital media and traditional posters.
Past program that ran mid-April to mid-May
Some Examples of Spring Creative that Included Summer Events
The Star – sponsored content
Emailer to Ontario Tourism Database