This is essentially a press release about how the OTMPC is going to market Niagara Falls, but it is still interesting reading:
A beautiful white sand beach. A place where wild animals roam free. A Caribbean carnival with bright colours and vibrant music. Sound like images of striking, tropical locales? No. These unique destinations can all be discovered in Ontario, Canada and are part of a new U.S. marketing strategy from the Ontario Tourism Marketing Partnership Corporation (OTMPC) aimed at increasing U.S. visitors this summer.
The campaign, based on consumer research and insights, is designed to intrigue U.S. consumers in near-border markets and encourage them to discover the many diverse experiences Ontario has to offer. By presenting potential U.S. visitors with a new view of Ontario and highlighting its unique experiences and attractions, Ontario hopes to motivate Americans to take overnight family vacations in the province this summer.
“Our research indicates many Americans perceive Ontario as a ‘been there, done that’ travel destination, while those who haven’t visited the province are not aware of many things they can see and do here,” said Sandra McInnis, OTMPC’s President and CEO. “We need to give them compelling new reasons for cross-border travel and strongly position Ontario in consumers’ minds when making summer vacation plans.”