Winter Fair campaign sticks it to November

A multimedia push is helping to spread the word about Toronto's Royal Agricultural Winter Fair.

An integrated campaign created by Toronto’s Zig, with media buys handled by McIlroy & King Communications, is encouraging Torontonians to ‘Stick it to November’ and attend the non-profit charity event The Royal Agricultural Winter Fair.

An intense media plan aims to spark interest and communicate the message that the event has something for everyone, and draw people from all over Ontario, says Julie McIlroy, partner at McIlroy & King.

Aiming to alleviate the month’s monotony, and particularly targeting young families, the campaign includes a 121-sec online video ad, plus a shorter TV version to air in Toronto, London and western New York. In Toronto, the spot is running on OMNI 1 and 2, CFTO, Citytv, A and Pulse 24, among others, for three weeks.

Radio spots are also running in Toronto on Q107, Virgin, Chum FM, 680 News and CHFI, among others, while print ads will appear in newspapers in Toronto and in southern Ontario, including the Toronto Star, Globe and Mail, Metro and Now, and farm and horse publications like Ontario Beef Farmer and Ontario Farmer.

Now in its 86th year, the event will take place Nov. 7 to 16 at Toronto’s Direct Energy Centre at Exhibition Place.