Resorts of Ontario shine with regional media

The not-for-profit association is supporting its Resort Week partnership with Camp Trillium with one of its biggest-ever media campaigns, focusing on regional and social media.

For 10 years, Resorts of Ontario has quietly been supporting Camp Trillium and its efforts to give children with cancer a special summer getaway. This year, however, the not-for-profit swung the doors wide open and invited the public to help them out, donating 10% of the cost of every trip purchased through Resorts of Ontario.

To get the world out, the Orillia-based association has embarked on one of its biggest-ever media campaigns, with purchasing and planning handled in-house, creative by Barrie, ON.-based Raesgo Creative and PR by Fathom Communications in Oakville, ON.

‘This is the first time that we’ve taken it in a public context. We’ve really pumped up the volume on it,’ Grace Sammut, managing director, Resorts of Ontario, tells MiC. The campaign in market right now is in support of ‘Resort Week,’ a promotional vacation block that lasts from May 21 to 31. Although some elements of the association’s annual marketing strategy started in January, the last two weeks have seen a ramp-up in its Resort Week promotion.

On April 24, an insert went out in daily and regional Ontario newspapers, including the Toronto Star, London Free Press and Kitchener-Waterloo Record for a total of 650,000 pieces distributed. Billboards on several 400-series highways and the QEW are currently in market, as are ads in magazines Dreamscapes and Toronto Life. This week, Resort Week was promoted in Resorts of Ontario’s e-newsletter, distributed to 18,000 members and consumers.

Resorts of Ontario has a very wide demographic and therefore it’s important for their media plan to incorporate both traditional and digital media, Sammut says. In that vein, Fathom Communications has helped the association develop its social media strategy through Facebook and Twitter as well.

However, it is the inserts that have proven to be some of the most effective media, Sammut says, with the Resorts of Ontario website registering a 35% bump in visitors in the two weeks since the release went out.