PEMBROKE –Big changes in tourism are here for communities located between Haliburton Highlands and the Ottawa Valley. As of May 19, Ontario’s Highlands has a new regional identity, Come Wander, which draws on the latest tourism research and marketing trends to capture the attention of visitors through a unique approach: storytelling.
Shifting away from traditional tourism promotion, this new long-term regional brand deploys digital-first content marketing tactics that reflect the changing and competitive global tourism landscape. Ontario’s Highlands is now one of the first Regional Tourism Organizations (RTOs) in the Province to adopt such an approach, with a goal of transforming the region –currently a “hidden gem” in Ontario – into a provincially-recognized destination known for its vibrant experiences and unmatched rural treasures.
Locals, businesses, and tourism supporters in the region will notice three big changes to the tourism landscape in Ontario’s Highlands:
1. Stories are Used to Inspire
Utilizing research specific to consumer behavior during the path to purchasing travel, Ontario’s Highlands Tourism Organization (OHTO) determined the most effective stage to connect with consumers as an organization is during the ‘dream phase,’ when visitors’ first have an inkling to get away. According to a recently study by Google this moment in the average consumer’s journey (over a four-month period) includes over 7,000 digital travel touchpoints, 534 Google searches, and 1400 image views.
Come Wander has been created to connect with consumers at this stage to inform and inspire visitors, and to enrich their interactions with Ontario’s Highlands by sharing engaging stories of the region that connect them with the unique travel opportunities the region has to offer. Stories are being digitally shared through the new regional website, ComeWander.ca, as well as social channels and consumer e-newsletters.
“Before the age of mobile, advertising was the primary method by which consumers became aware of destinations,” says Nicole Whiting, Executive Director of OHTO. “With the majority of the population consuming information digitally, it is much harder for advertising to break through the sheer volume of messaging out there.”
“We have to work harder at connecting with our audiences to highlight how we are different than any other destination with lakes, rivers and small towns,” she adds. “Our brand platform is built around our unique character, our rich local stories and the personalities of our communities that make those common travel activities truly memorable.”
2. Familiar Faces are Being Highlighted
Come Wander brings local characters and familiar faces front and center. Recognizing that no one knows the stories, the hidden gems, and the unexpected moments found in Ontario’s Highlands better than the locals who experience the region every day, OHTO has created opportunities for locals to contribute content to the new regional website, ComeWander.ca, and to be featured themselves. In an effort to highlight local characters, the website includes a special ‘Meet the Locals’ page currently populated with five local feature stories, and plans for more to come.
3. Home Towns are Now “Wander Friendly”
With the new Come Wander identity, OHTO is marketing the region as the ideal place to wander in mind and body; to be guided by curiosity not strict itineraries; and to be open to new discoveries, unexpected moments, and hidden gems. OHTO has drilled down on their ideal visitor to identify five wandering types: the Creative Cruiser, the Memory Maker, the Serenity Seeker, the Freedom Finder, and the Rustic Roamer, which will allow them to better connect consumers with the region and the experiences they are seeking.
To create buzz about this wandering ideology and push launch messaging, OHTO is encouraging consumers to discover their inner wanderers by both hosting a contest, and establishing ‘Urban Wandering Installations’ in Ottawa and Toronto on key dates throughout the summer. The contest runs until September 15th and invites consumers to visit FindYourInnerWanderer.ca to enter to win one of five Wandering vacations. Wandering Installations will recreate the Ontario’s Highlands experience, with promotional Come Wander compasses, and a giant “Highlands” deckchair available for consumers to pose in and post photos to social media. All launch tactics will drive the consumer to the website to discover their inner wanderers and connect with the stories of the region.
This unique approach brings together the best content marketing tactics with an ideology that resonates with city dwellers looking to escape and explore. Recognizing the reality that visitors research travel online, the majority of OHTO’s marketing efforts will be focused on inspiring consumers through digital platforms, specifically: Comewander.ca, Social Media, and Consumer E-blasts. In addition, OHTO will be launching an Influencers Program, which looks to online personalities with a large following to share their experiences in the region. Finally, OHTO will continue its internal influencer program with The Wanderer, maintain Media Relations efforts, and explore Paid Media opportunities.
“We’re embracing a truly collaborative approach to tourism with Come Wander, and have developed this as a unifying brand that our partner organizations, business owners, locals, and tourism stakeholders can tap into,” says Whiting. “No one can grow tourism on their own, but together, we can stay ahead of the curve, create buzz, better connect with our consumers, and inspire visitors to Come Wander Ontario’s Highlands.”
Leveraging the knowledge of locals, working with influencers, and sharing user generated content provides the opportunity for authentic content and stories to be created and shared across each channel to raise awareness with the consumer and build engagement.
