ROM - "We Are Made of Stardust"

Destination Ontario has launched a new campaign enticing travellers from New York City and Chicago to come Fall Deeply in Color with Ontario during one of the most vibrant times of year.

The campaign positions Ontario as the stage for the crescendo of the seasons, showcasing its culinary events, unique experiences and vividly-coloured landscapes – the most famous of them all.

To reach their ideal traveller, creative was developed to capture the emotional experience that comes from the colourful experience so unique to Ontario in the fall. The spot aired online, in social, as well as in cinema during this summer’s biggest box office duo—Barbenheimer—allowing moviegoers to get lost in the overwhelming colours of Ontario before each film.

To round out the creative campaign, Destination Ontario went further in bringing Ontario’s fall colours to a key market, using printed and digital outdoor advertising to bring pops of colour to Chicago’s downtown.

This campaign marks Destination Ontario’s re-entry into the Chicago and New York City markets after a short hiatus due to the pandemic and their first major campaign to launch since joining forces with Broken Heart Love Affair. The agency is currently working with Destination Ontario on a new brand positioning to target both US and International travellers.

Media for the campaign was handled by Initiative.