An Agency of the Government of Ontario CANADIAN CANOE CULTURE Ontario Tourism Marketing Partnership Corporation An Agency of the Government of Ontario

The canadian CANOE cuLture SHAPING ONTARIO, CONNECTING CANADA With over 400,000 lakes, rivers and streams, the canoe played an integral role of building the province of Ontario. Historically, it connected the Indigenous, English and French cultures, not only in this province, but across Canada. Without it, there would be no Canada. The Canadian Canoe Culture reaches beyond the canoe to include the various forms of paddling and symbolizes the core values and ideals of our province, our country and ourselves.

The Canadian Canoe Culture THREE-YEAR PROGRAM The three-year program will provide a platform to capture the essence of the Canadian Canoe Culture in Ontario and will inspire new, existing and future adventurers to get out paddling. The program will unite and unify the paddling community, operators, indigenous community, destinations and paddling experts throughout Ontario via a dynamic marketing campaign. It will provide a common voice, messaging and branded elements promoting Ontario content to international, US and Domestic Markets.

The Canadian Canoe Culture OVERALL CAMPAIGN APPROACH In terms of overall approach and fit, the Canadian Canoe Culture theming will roll up under the Ontario ‘Where Am I?’ campaign. This will be accomplished by using the program headline, similar images (to prompt intrigue and interest), and copy treatments that are clues to where our consumer targets can experience paddling in Ontario.

Canadian canoe Culture Pillars The program will be anchored by an authentic, 12 to 14-minute documentary-style video that will feature 5 Pillars, or concepts/themes. There will be 5 mini-campaigns developed, one for each Pillar. The campaigns will include a short, emotive video, additional content and stories, social media tactics (using #PaddleON) with the goal of inspiring target markets to buy into paddling experiences across the province.

Canadian Canoe CuLture THEMES MAIN CAMPAIGN THEME: CONNECTIONS 1. 2. 3. 4. 5. CHALLENGE YOURSELF PADDLE THE PAINTED LANDSCAPES MAKE A REAL CONNECTION SHARED KNOWLEDGE PROUD TO BE A CANADIAN PADDLER Paddling builds confidence and creates personal growth. Market Segments: Avids, Connected Explorers Origin: Domestic, UK, Germany, US Paddling in wilderness inspires creativity & connection (Group of Seven). Market Segments: Avids, Knowledge Seekers, Connected Explorers, Origin: Domestic, U.S. UK Paddling teaches core values, skills and love of nature. Market Segments: Avids, Family-Memory Builders Origin: Domestic, UK, Germany, US The Canoe is a symbol of the great wisdom to be learned from Canada’s Indigenous people. Market Segments: Avids, Connected Explorers, Family Origin: Domestic, UK, Germany, US Paddling is the quintessential Canadian experience. Market Segments: Up and Coming Explorers Connected Explorers Origin: Domestic

Canadian Canoe CuLture execution KEY TACTICS Launch of Canadian Canoe Culture documentary in January 2017 Toronto Outdoor Adventure Show UK Adventure Show Integration of CCC program into OTMPC’s “Where Am I?” campaign UK Adventure campaign Germany Adventure campaign Use of media relations & social influencers OntarioTravel.net/outdooradventure website Contesting NorthernOntario.travel/outdooradventure website Partnership marketing campaign with Rapid Media and U.S. based Paddling.com (includes all platforms) Industry Engagement Strategy using #PaddleON (in conjunction with #DiscoverON) Digital marketing Social Media

INDUSTRY ENGAGEMENT STRATEGY CPC Partners Individual Partner Content Development & Sharing CPC Brand Development & Cross Partnership Content Development Cross Partnership Content & Social Media Sharing Outdoor Adventures Ontario Parks, Parks Canada Canadian Canoe Museum Rapid Media Paddle Canada TO /UK Adventure Shows RTOs, DMOs,SECTORS Indigenous Communities Adventure Business Event Organizers Celebrities Paddling.net Retail CONTENT Stories Blogs Packages Images Video Photo Essays Contests How-To (Skills) Interviews Itineraries Events Workshops TACTICS Website Northern Content Site E-newsletters Media Relations Social Media Travel Shows Travel Trade Print OTMPC will create & share… Brand & messaging for partners including CPC badges (Proud to be part of the CPC) & web CPC landing page template A monthly CPC content schedule (based on themes and buying cycle) for OTMPC channels Create a CPC social media plan to share content using #PaddleON and other hashtags CPC content via OTMPC channels: Image Ontario, YouTube, Facebook, Instagram, Twitter, OT.net, Portal, OT.net/ukadventure, e-newsletters Partners will be encouraged to: Create a CPC landing page on their webstie that includes branded message, badge, their own content, related partner content Include CPC content in their e-newsletters, and other tactics Share CPC content via social media always using #PaddleON and other hastags (eg RTOs, Ontario Parks) as appropriate Social Media Promotion of Canadian Paddle Culture (CPC) All content will be consolidated under #PaddleON #WhereAmI All partners can monitor #PaddleON in various social media platforms and share CPC content that is relevant to them. Example: The Great Canadian Kayak Challenge would do posts including #PaddleON, #Timmins, #NEOntario, #DiscoverON,#whereAmI All partners can easily find & share CPC posts that are relevant to their region, business, etc. by monitoring #PaddleON on social media sites CPC Landing Pages Outdoor Adventures will create a CPC page to share its content (See Ontario Parks – Healthy People example). This could he housed on OT.net and the Portal – Outdoor Adventures. Would include Social Media Feeds with all #PaddleON content. Potential to have paddling events listed on page through coding. CPC Pages on Partner Sites Key partners will create branded CPC pages on their own site to share their own content and other relevant partner content. All partners will be encouraged to create CPC pages.

#PADDLEON STRATEGY WEBSITE BLOGS E-NEWSLETTERS SOCIAL MEDIA CONTENT PIECES ON PARTNER SITES INDIVIDUAL SOCIAL MEDIA POSTS PROMOTING CONTENT #PADDLEON ON SOCIAL MEDIA CONSOLIDATES CONTENT OTMPC RAPID MEDIA PADDLING.NET ONTARIO PARKS, CANADIAN CANOE MUSEUM, RTOs, DMO’S, SECTOR’S etc. PARTNERS REVIEW #PADDLEON POSTS FOR RELEVANT CONTENT AND PUSH TO THEIR FANS + OTHER CHANNELS WEBSITE BLOGS E-NEWSLETTERS SOCIAL MEDIA VIDEOS/IMAGES TRAVEL TRADE MEDIA

#PADDLEON STRATEGY EXAMPLE #PaddleON should be used in conjunction with #DiscoverON where character limits and other factors allow.

HOW TO PARTICIPATE OTMPC PADDLING INVENTORY & PROMOTION RTOs DMO’S, Sector associations to provide information for OTMPC’s paddling inventory (a template will be provided) Individual businesses & event organizers can post paddling experiences & events on Ontariotravel.net for FREE!

HOW TO PARTICIPATE CREATE OR ENHANCE YOUR CANADIAN CANOE CULTURE PAGE/SECTION ON YOUR WEBSITE Use branded messaging for Canadian Canoe Culture, if possible (partners will have access to creative assets) Create content for your paddling section using inventory information. RTOs to share inventory with adventure businesses for cross-promotion and businesses to provide RTOs with content where possible. Each partner will decide what content is applicable for their use. Paddling Experiences (Guided Trips, Fully Outfitted/Planned Trips and/or Lodge-based Experiences) Competitions Events (Non-Competitive) & Happenings Top 10 paddling places/routes Lessons, Skills Clinics & Learning Gatherings/Festivals Retail Cool Related Content/Stories/Videos Adventure Outfitters Social Media feed Themed Itineraries/Attractions

HOW TO PARTICIPATE SOCIAL MEDIA CONTENT SHARING Share your content via social media including #PaddleON, #DiscoverON, RTO location and other relevant cross-promotion tags. CONTACT INFORMATION For more information please contact: Steve Bruno OTMPC Partnership Co-ordinator Cell: 705-571-5177 Email: steve.bruno@ontario.ca

Marketing activities & Timeline

Marketing activities & Timeline

Marketing activities & Timeline

Marketing activities & Timeline

Marketing activities & Timeline

Marketing activities & Timeline

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