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Objective 1

Promote Peterborough & the Kawarthas to Key Audiences

Social Media Refresh

In 2022, PKED redeveloped both websites to reflect better the needs of businesses, investors, and visitors. In January of 2023, further changes were made to align our online marketing efforts through a new social media strategy, which included making some significant changes to our social media platforms, including: 

Existing Instagram and Facebook pages – Dedicated to supporting and celebrating small-to-medium-sized businesses, becoming genuine reflections of the region’s collaborative and supportive small business ecosystem, and highlighting PKED’s core involvement and leadership alongside our partners in economic development.

LinkedIn and Twitter pages – Streamlined to communicate local business and investment-related news, providing valuable information to the local audience while highlighting the community’s benefits to external audiences.  

New investment-focused Instagram and Facebook social media accounts – Strengthen the awareness and reputation of PKED while establishing the new “InvestPTBO” campaign to effectively position Peterborough & the Kawarthas as a destination of choice for visitors, businesses, entrepreneurs, investors, and students.

The Small Business Newsletter was also refreshed to align with the updated social media channels.

Advertising & Content Development

advertisement with cyclists sitting on bicycles on top of a hill looking at the sunrise with coffees in hand.

Ontario By Bike Spring Cycling Campaign

Continued investment in cycle tourism, which is on an upswing in Ontario

  • The average amount spent per trip by cyclists in Ontario is $404 compared to $233/trip by non-cyclists. They spend the most on food, beverages, and overnight accommodations.
  • 78% of cycling visits are overnight compared to 35% by non-cyclists. The average length of stay is 3.7 nights compared to 1.4 nights by non-cyclists

Highly sought-after annual cycling guide – go-to trip planning resource reaching travellers and cycling enthusiasts looking to explore Ontario by Bike.

  • Full Page Print ad in English & French. Distributed across Ontario, Quebec, Canada, and the USA
  • E-Newsletter advertising – March & April
  • 2023 Ontario Show Event Partnership – Peterborough & the Kawarthas showcased at Ontario Cycle Tourism Information Centre at 4 Ontario consumer shows geared towards cyclists/outdoor enthusiasts (average show cost $6000-$9000. Partnership format = significant savings)

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