The pandemic decimated the tourism industry in Ontario. During a tumultuous 2021, we were tasked to generate enthusiasm for a post-covid trip to Ontario to those living in Europe.  

Knowing full well Ontario is no one's idea of a dream vacation, we instead considered why people would visit—to see friends and family after so much time apart. Our campaign features two expats from England and Germany. We see their travels around Ontario as they visit the places they'll one day take their friends and family.

The films heavily targeted European cities with high emigration to Ontario.

Foregoing the usual tourism ad fluff to tell a richer and more relevant story paid dividends. Ontario has seen an explosion in tourism this year with a 500% uptick in visitors from Germany alone. 

Case Study

Films