Destination ON
Destination Ontario is challenged year after year with capturing the fleeting fall season on its own in time to inspire travel before the season is over. The unique approach of using DIVE’s DOOH marketing allowed them to showcase the province's changing fall colours and seasonal experiences in real-time, as reflected by the tourism partners, operators and our Twitter audience's own photography and perspectives.
DIVE paired up with Twitter, making the most of its consistently strong base for quality user generated content tied to brand hashtags. By putting out a strong CTA from the Destination Ontario Twitter account in both English and French, many users were excited to be recognized by the major account. As it was a multi-week long campaign, we continued to Tweet pictures of people’s Tweets on the billboard to them, creating even more excitement and continuing the momentum for the duration of the campaign! This brought us a large pool of options to choose from and by week 3, we had significantly more content to choose from thanks to the increased usage and engagement of the brand hashtag.
The campaign also received excellent earned media as it was featured on Breakfast Television’s morning news segment.
September 22-October 19, 2022
Toronto
Photobook
