Regional Tourism Organization 4 (RTO4), which promotes Ontario’s Huron, Perth, Waterloo and Wellington regions, is promoting its “Better Weekending” brand platform with a new contest.
At BetterWeekending.ca, visitors can customize a one- or two-night getaway from one of 12 packages, including a fly-fishing experience in Grand River or a girlfriends’ getaway at an historic B&B in New Hamburg, Ont. One getaway is being awarded every week for the duration of the contest (March 1 to April 20).
The contest is being promoted with print ads in The Globe and Mail, as well as ads on GlobeAndMail.com and TheWeatherNetwork.com.
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The contest and website, created by Toronto agency Huxley Quayle von Bismark, is part of a new, long-term vision for RTO4 that began emerging in September.
“We said ‘We can make you a tourism campaign to try and get people out here, or we can come up with a larger idea that cuts right to the essence of what the organization is all about,” said Andy Shortt, founding partner at Huxley Quayle von Bismark.
The agency created a mission statement – “Helping people have a better life, two days at a time.” Beyond advertising, the agency is also working with RTO4 on product development, events, internal communications and promotions.
“We’re not creating destination advertising. We’re creating a brand based on the Better Weekending massive platform,” said Shortt. “That’s a year-out thing, to build that brand and to get known that BetterWeekending.ca is the place to go to have a better weekend.”
A larger campaign with television and digital advertising will launch in May.
