"Yours to Discover" has been a successful Ontario tourism marketing slogan for more than three decades.
But after 19 months when people were strongly encouraged to stay at home, a new marketing campaign by Destination Ontario is putting a twist on the phrase, telling potential visitors and Ontarians alike that the province is "Yours to Rediscover."
"The last 19 months have seen many ups and downs, mostly downs," said Hon. Lisa MacLeod, Ontario's Minister of Heritage, Sport, Tourism and Culture Industries during a press conference announcing the campaign. "We've been planning for 19 months and now it is time to start executing those plans. This is the right time because now it is safe to do so."
The $6 million campaign is being funded from the existing budget of Destination Ontario. MacLeod says the government has invested hundreds of millions since the onset of the pandemic to preserve the province's tourism industry and keep small businesses alive.
The most recent investment was last week's announcement of a $100-million Tourism Recovery Program, which will support for-profit tourism businesses in the attraction, accommodation, and leisure travel sectors.
MacLeod says the campaign will add value to these investments by displaying the tourism highlights of a province that is as large as France and Spain combined. "We have so much to offer here, but we need to let people know these attractions exist," MacLeod said.
The fall campaign features fast-moving clips showing Ontario highlights ranging from the bright lights of the big cities to the natural wonders of places like Point Pelee, Barry's Bay, Thunder Bay and Rice Lake.
Fielding questions after the press conference, MacLeod was asked why more travel agents - especially independent agents - didn't qualify for provincial relief programs. She responded that $8.6 million was paid to "eligible" agents and wholesalers with TICO registrations.
The Minister also suggested that there's opportunity for travel advisors in promoting travel closer to home, especially when many remain wary about international trips.
"We're looking at encouraging agents to create itineraries here rather than sending people to Cancun or the Dominican Republic."
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