TICO launches big positioning push with little dog

The travel org is tapping primetime TV and homebody niche vehicles to drive home awareness.

Using Tico, a travelling border terrier as a mascot, the Travel Industry Council of Ontario (TICO) recently launched a multi-platform ad campaign that positions the organization as a ‘friendly agency’ that looks after the interest of travelers.

The massive media campaign, aimed at women over 25, includes prime-time spots on CTV and Global, and pushes viewers to the new TICO site, www.tico.ca. Web banner advertising has been splashed across social and family oriented websites, such as ReadersDigest.com, AllRecipes.com and Homes.com. Local awareness in Toronto has been built through TTC streetcar wraps and radio.

Toronto-based ad agency Larter designed the campaign, the website was created by Silverback Media and Toronto-based Linda Simmons Media executed the media buy. ‘The dog, Tico, brings the friendly-agency message to life in a fun, approachable way,’ Rob Worling, creative director for Larter, tells MiC.