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

2. 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.

3. 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.

4. 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.

5. 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.

6. 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

7. 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

8. 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.

9. #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

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

11. 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!

12. 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

13. 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:

14. Marketing activities & Timeline

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19. Marketing activities & Timeline

20. THANK YOU