2018-2019 Marketing Initiatives

Objectives

RTO9 Regional Tourism Organization (RTO9) will no longer be in market as a brand “The Great Waterway” but rather working with each destination within the RTO9 to get its messages out.

The following is a list of Destination Marketing Organizations in South Eastern Ontario that RTO9 will be supporting and promoting in 2018-19:

Prince Edward County
Bay of Quinte
Land O’ Lakes (County of Frontenac and Lennox and Addington)
Kingston 1000 Islands
Gananoque 1000 Islands
Brockville 1000 Islands
Cornwall and the Counties( United Counties of Stormont, Dundas and Glengarry)
Rideau Heritage Route

RTO9 marketing is designed to put the emphasis back on these destinations and to support these destinations through joint marketing campaigns. These marketing initiatives can include existing products or services or new tourism products that enhance the region’s diversity of tourism attractions. By working with key stakeholders and partners within the Tourism Industry, South Eastern Ontario can be named as a top destination of choice for visitors in Ontario, rest of Canada, and the world.

Sector Campaigns

Along with supporting our DMOs and DMPs in RTO9, we will be in market with 2 sector campaigns; Spring 1000 Islands Cruise Campaign and Fall South Eastern Ontario Theatre Campaign

Spring -1000 Islands Cruise Campaign; to bring together cruise operators within RTO9 for a joint marketing campaign, that would highlight the cruising product in the region and initiate a collaborative marketing campaign to build partnerships amongst the cruise lines in the 1000 Islands and to sell cruise packages.

Fall - South Eastern Ontario Theatre Campaign; to bring together Theaters within RTO9 for a joint marketing campaign, that would highlight performing arts products in the region and initiate a collaborative marketing campaign to build partnerships amongst the Theaters in South Eastern Ontario and to help direct theatre ticket sales.

RTO9 has identified Quebec and Northern New York state, as two markets that have the potential for growth in the region based on a steady increase we have seen in our analytics. Through a collaborative effort between RTO9 and industry partners, out of Province markets are attainable, whereas no one entity could reach these markets on their own. Cruise operators within RTO9’s region cater to hundreds of thousands of visitors each year during the peak season, this campaign will help drive traffic to the shoulder seasons. This holds true for our accommodation partners, who are also looking to grow their off-season visitation. Additionally, theaters will help push shoulder season traffic in the fall.

Along with families, this campaign is also designed to attract the 35-44-year-old with no children and a higher disposable income, as well as the 45-54 years old that are empty nesters and again have a higher disposable income and enjoy travel outside of the busy summer season. They are looking for 2 or 3-night getaways, within a 3-hour drive. This campaign is designed to raise the awareness of the Ontario brand along with boat cruising in the 1000 Islands destinations as well showcasing the performing arts in various theaters in South Eastern Ontario. RTO9’s close proximity to both the USA and Quebec provides an advantage for the region to target both of these markets. With the Canadian dollar averaging between 31-35% to the US dollar, Ontario is an affordable destination for our US visitors.

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