2021-2022 Marketing Initiatives - RTO 9

2021-2022 Marketing Initiatives

Rail and Roam

Rail & Roam Campaign 2021-2022

RTO 9, in partnership with VIA Rail and Landsby.ca launched the Rail + Roam Campaign. The goal of this campaign was to drive interest in winter getaway travel to South Eastern Ontario city destinations such as Cornwall, Brockville, 1000 Islands Gananoque, Kingston, and Belleville. This campaign promoted unique hub and spoke winter experiences and stays through packaging created by Landsby.ca. The campaign promoted safe, local travel by train from key Canadian markets and provided a VIA fare discount from November 1, 2021- March 31, 2022 (some blackout dates applied) when experiences were booked through Landsby.ca.

Screen Shot 2021-10-08 at 11.38.25 AM

Paid and Earned Marketing Plan

Objectives: Coordinate a series of integrated DMO/DMP-led seasonal marketing and communications campaigns with the AOR.


Owned Digital Marketing Plan

Our marketing approach for the South Eastern Ontario’s brand includes: responding to travellers needs to health and safety information while also engaging with visitors, and providing visitors with inspiration for trips, fostering community pride by leveraging content pillars to appeal to our audience, collaborative campaigns with our Destination Partners, and marketing the unique products and experiences in South Eastern Ontario to our domestic audience to increase spending in our region.

Screen Shot 2021-10-18 at 3.52.46 PM

Sector Campaign: Cruising

The 2021 South Eastern Ontario cruise campaign was launched in mid-July, after public health restrictions were lifted. The campaign introduced overnight cruise operators including Le Boat, St. Lawrence Cruise Lines and Ontario Waterway Cruises.

Screen Shot 2021-10-08 at 10.21.49 AM

Sector Campaign: Culinary

This campaign was created as a partnership between Kingston and Frontenac County to promote culinary offerings in the region. Through a variety of written and video content pieces, the campaign showcased the variety of producers in the Frontenac region, and where in Kingston you can purchase their products in either restaurants or food shops. Please note this campaign was in between fiscal years and started March 2021-April 2021.