Organization strategy

Ontario Highlands Tourism Organization launches marketing platform to accelerate responsible tourism recovery

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BEACHBURG — Ontario’s Highlands Tourism Organization (OHTO) has launched three marketing initiatives to support the responsible recovery and growth of tourism in the region.

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“To say we’ve learned a lot over the past two years is an understatement,” says Nicole Whiting, OHTO CEO. “Our tourism sector has experienced unprecedented challenges and our focus since the onset of COVID has been to take a balanced approach to recovery. The initiatives we are launching today represent the principles of responsible tourism that we have collectively embraced as a region and will provide greater opportunities for engagement with our visitors and our tourism sector.

The first initiative includes the publication of two new websites. The website for visitors to www.comewander.ca will support OHTO’s content development marketing programs to promote tourism experiences available in the region, while the industry-facing website at www.ohto.ca will provide a platform to build and support Ontario’s uplands tourism community. These websites offer a new look with interactive elements and increased accessibility to improve the user experience and support the marketing of the region in the future. The development of these websites was made possible through the generous funding of Destination Ontario.

A new branding for the Ontario Highlands region was also developed, better reflecting the values ​​and character of the OHTO as a destination and organization. Design elements are grounded in the OHTO’s core principles of responsible tourism and capture the essence of the region’s unique landscapes and communities.

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Finally, OHTO will launch a marketing campaign to provide visitors with the opportunity to connect with the region through the promotion of key pillars of the regional experience.

“We are excited to launch these new initiatives to further support the recovery of our sector through our commitment to a responsible approach to tourism in the Ontario Highlands,” said Julie Mulligan, Director of Marketing for OHTO. “There are deep connections between our visitors and the landscapes and communities of our region and we are very proud of how these new marketing initiatives will continue to bridge those connections.”

To support the successful execution of these initiatives, OHTO has relied on the expertise of The New Business, an Ontario-based marketing agency that shares its knowledge and affection for the Ontario Highlands.

“OHTO came to us with the goal of enhancing their web presence and brand in a way that fosters the sense of connection that is at the heart of the Ontario Highlands experience. We are proud of how the brand and new industry and visitor-facing websites work together to provide valuable resources to tourists and the tourism industry through a user experience that fosters a true sense of place and of community,” said Matthew Thomas, Chief Strategy Officer. for The New Business said.