Here in Ontario, the provincial government recently divided the province into 13 new regions in order to create manageable, marketable tourism products. Well into the second year of this new approach, several of the regions are actively selling to consumers. Most of these cash infused regions have hired spiffy urban ad agencies to develop creative platforms, execute them; ironically into the exact same source markets.
Toronto is the land of coveted bounty when it comes to selling destinations. Florida, the Caribbean, Canada’s east and west coasts and Quebec all fight to become top of Torontonian’s travel mindset. These are savvy, sophisticated travelers with instant access to the world as they live on the doorstep of an international airport. With competition this fierce you must stand out, not only with your message and how you deliver it but also with products that shine.
This past week in our office, on the Toronto radio station we were listening to (www.edge102.com ), we heard winter commercials from two of the new Ontario Regions, plus the Province’s own winter themed campaign. These commercials were in the same rotation, with the same frequency and believe it or not had the exact same message: dogsledding, fireside snuggles, crisp air, bountiful snowfall, and getting out of the city. Each had used a slightly different creative approach but the overall message was exactly the same. I scratched my head and it got me thinking that there must be a better way.
Let’s look at this a little deeper. Ontario is blessed with diverse geography, experiences and one of the richest source markets in the country. Almost all of the 13 regions have identified Toronto, or more broadly the GTA (Greater Toronto Area) as the breadbasket of consumers. This is not new. Since the dawn of Young Street, outlying communities have been trying to get the attention of urbanites and entice them to spend their leisure time and money outside of the city. These outlying regions traditionally have used all types of media to get their message noticed: trade shows, radio, television, newspapers, outdoor media, postal drops, transit station domination, online tactics and the list goes on. So what’s different now?
The difference now is timing and cold hard advertising cash. Picture five new car dealerships opening at exactly the same time, in the same city, selling almost identical product lines. The poor residents of that community will be bombarded with the same traditional car advertising messaging X 5. This is the scenario that is playing out in Toronto right now, only with the regional tourism experiences. All 13 regions are targeting geographically and their marketing sights are set on the Big Buck of tourism…..Toronto. They have done their research, topped up their marketing tactic budgets and gone in, all at the same time and unfortunately with the same winter messages.
What can you do to not fall into this trap?
- Leverage messaging and tactics with like-minded partners if the message is exactly the same. Why duplicate it and compete with it? If it’s the traditional winter product you are selling, leverage Ontario Tourism’s campaign and tag your destination onto it.
- Be different – Stop selling generic. Sell really specific experiences. For example – Stratford sells world class theatre and Blue Mountain sells the best snowmaking in Ontario. Cool crisp air and blissful snowfalls just don’t cut it anymore. How are you different? What is your really really unique selling proposition?
- Support those specific partners that already have a strong in-market presence and relationship with the consumer. Make their programs bigger and better after all, your goal is to make them money right?
- Look at what your neighbours are doing and create and execute your message differently. Since everyone is going into the same source market with similar products you Must Be different.
- Get creative. Big city agencies hire some of the best in business. Push them to do better, say “no” and “try again” and hold them to it. These accounts may not be their biggest but you still deserve the best. After all, the creative boundaries in selling tourism are endless…its household cleaner.
- Pick the medium that work best for you not the agencies’. Some ad firms are structured to make a percentage off the actual buy. Don’t fall into the trap of focusing on the mediums that are best for them and not necessarily the best for you.
- Put yourself into the home of the consumer. What are they going to think about your message as compared to your competition? Is it going to motivate them to walk over to their computer and start planning a trip? Alberta’s Just Breathe campaign and Newfoundland’s creative are great examples of that.
To Sum Up….
As I see it the only real winners this far in Ontario Tourism Region marketing are the ad agencies, and media outlets. Tourism marketing in Ontario has never before experienced this kind of cash infusion. Don’t feel obligated to spend the farm on airtime or ads, especially if you are unsure of what you are selling or how it’s different than your neighbouring RTO. Dig deep and really make the customer sit up and pay attention. 20 year-old tourism marketing just doesn’t cut it anymore.