Entered by Ottawa Tourism

Ottawa Tourism faced a significant seasonal tourism challenge. The holiday season is traditionally a lower-demand travel period, yet Ottawa is not widely recognised as a holiday destination. Adding to the challenge, Ottawa was coming off the exceptional tourism boost generated by the World Junior Hockey Championships, creating pressure to sustain visitation and avoid a post-event decline.

At the same time, travellers were being targeted by a flood of seasonal marketing messages. To break through, Ottawa Tourism needed a communications strategy audiences would actively choose rather than simply another advertisement.