“A lot of people compare it to kind of the Caribbean, the unsalted lake, or whatever – it’s true blue.”
That’s the reason her agency last year came up with the moniker “Ontario’s Blue Coast.”
And, now in radio, print and online ads, Tourism Sarnia Lambton has capitalized on the image, with this summer’s tourist theme called Conquering the Coast.
“It’s all about discovering the region’s waterfront and highlighting everything that we have besides just the coast – craft breweries, wineries, culinary and cultural offerings,” Praill said.
Three accompanying videos show a mélange of overhead scenes of water, beaches, forests as well as people enjoying trendy eateries, craft beers and art – all designed to lure a millennial audience.
Rather dramatic music by local artist Vic Spacey completes the production.
The campaign was created by local agency TMRWW, which has done campaigns for the local chamber of commerce and farmers market.
Tourism Sarnia Lambton’s promotional budget is more than $250,000.
Praill said returning to the “blue water” theme only made sense.
For years the agency has adopted “different kinds of brandings” including Gateway to Friendship, she said.
“And we went back to that Blue Water because we realized that for our customers, one of the biggest attractions, is our waterfront.”
The campaign is targeted to an audience as far away as Toronto but on the US side in southeastern Michigan.
The campaign, as intended, might be an eye-opener to people who haven’t visited the region.
“This area of Ontario is beckoning to be discovered. With such spectacular waterfront and a rapidly expanding beer, wine, and culinary scene, this is only the beginning in terms of where this region can go”, said Joy Sim-Robbins, Interim General Manager of Tourism Sarnia-Lambton, said in a release.