Upon reflection of the 2015/2016 strategic plan for tourism communications, a study presented to our agency Limelight discovered an incredible shortfall. The river and lake system that knitted the region together, was the key feature for the promotion of tourism was missing.
With successful resource management the area's lakes brimmed with fish species and the waters throughout the region attracts thousands of anglers from novice to professional. As we grew up in the region we also knew that the waters held some very large fish. Add to that, the 400th Anniversary of Champlain and you have a backdrop for a successful campaign.
Tourism seems to measure success through the filling up of accommodations. The campaign, “Catch A Legend”, engage people in conversation around fishing and their successes, with a prize package of 4 incredible area resorts.
The roll out included radio spots that ran in the GTA, point of sale postering with support information across regional Beer stores, ads, apparel give-aways and an aggressive online program.
Success was not only a result of filling area B&Bs and Resorts but the attraction of the first Internationally recognized FLW Bass Tournament to come to Canada