At a relatively small capital outlay by Attractions Ontario, RadonicRodgers Strategy+ and Attractions Ontario achieved a dramatic economic impact for Ontario Tourism employing the association’s re-branded Visual Identity and re-branded Passport magazine. The freshly re-formatted print and online magazine was accessible to the majority of Ontarians and visitors to Ontario while 46,719 coupons were redeemed at Ontario attractions (20% via mobile device). This number was used to determine the total economic impact of the Passport coupons.

Campaign highlights:
• 46,719 Passport coupons were redeemed at Ontario attractions
• $31 million quantifiable economic impact
• $125 million qualitative economic impact
• 43% year-over-year increase in display ad sales
• 23% increase in consumer database

Secondary objectives included growing the Attractions Ontario consumer database (increased by 23%) as well as growing display ad sales in the Passport magazine which increased to a record level for the publication (43% year-over-year increase in display ad sales), due in part to the enhanced appeal of the RadonicRodgers re-brand of Attractions Ontario Visual Identity, and the re-brand of the Passport magazine to an informative consumer magazine.

See posts about re-branding Launched details and Awards won on this project:

Launched > Attractions ON branding…
Awards > Attractions ON finalist…
Awards > Attractions ON wins…