Muskoka - Diverse & Welcoming
Muskoka’s Chambers of Commerce secured a partnership contribution from Explorers’ Edge (our Regional Tourism Organization) to enhance tourism revenue through an outreach to the LGBT market, in collaboration with Muskoka Pride. Allair Media Group responded to the Request for Proposals, and was awarded the contract to create a presence at Toronto’s World Pride event in 2014, as well as planning and facilitating a six-month digital marketing campaign.
We created a campaign that was both innovative and effective. Our tagline, “With so much to do in Muskoka, it’s hard to think straight”, was very well received at the Muskoka Pride booth at the major event, attracting over 1,000 guests to the booth. The branding was reflected in a gigantic pop-up display, as well as a literature tabletop stand. The message was shared with the participants through a handout card; and the ballots that we designed were completed by well over 500 people, creating a solid database for Muskoka Pride.
With complete autonomy, we wrote and designed ‘Out in Muskoka’ website pages, featuring news, events, business profiles, and itineraries for LGBT travellers, and provided links to relevant provincial and community partners. We created a strong Facebook presence, regularly posting images and news to promote events and attractions, as well as a paid ad campaign targeted to the specific demographic within a well-chosen geographic range. Google Adwords were used to strengthen the digital outreach.
The collaboration we nurtured with our partners resulted in Muskoka’s online presence through the major national LGBT travel association, Travel Gay Canada, while the regional tourism operators were engaged to help strongly promote the campaign.
With the promotion of Muskoka as a ‘Diverse and Welcoming’ community, a sector that is statistically identified as having a high level of discretionary income and accustomed to travel will learn about the many assets of Muskoka that are recognized attractors for this demographic. The endorsements and referrals from the LGBT community will strengthen the economic profile of the region; and the campaign initiated by Allair Media will have ongoing impact under the subsequent administration of Muskoka Pride and the local Chambers.