Objective 1
Promote Peterborough & the Kawarthas to Key Audiences
Promoting the Destination
New & updated pre-planned trips
New pre-planned trips and itineraries are being added to thekawarthas.ca in order to promote the region specifically during the shoulder season (Spring, Fall and Winter). PKED is partnering with travel writers to help curate themed pre-planned trips including cycling and culinary experiences.
Discover what to do in the Spring and Fall in Peterborough & the Kawarthas with the below pre-planned trip curated by Chris Mitchell.
Earned Media
To ensure efficient use of PKED’s limited marketing budget, one of the key tactics used by the marketing team is working with media outlets, journalists, editors, bloggers, and influencers to gain earned (unpaid) media coverage for the destination featuring local businesses, attractions, and events. Below includes a few examples of earned media coverage gained in the second quarter of the year:
Chris Mitchel from Traveling Mitch returned to the region from May 10-12 with a focus on cycling the Peterborough & the Kawarthas classics road cycling routes. Highlights of the trip included Wild Rock Outfitters, Holiday Inn, Silver Bean Café, Rolling Grape, Pastry Peddler, Village Inn, Canoe & Paddle Pub, Nutty Bean Café, and Habour Town.
Ashley Rae, international writer and female angler from She Loves to Fish, visited the region June 27-29 to kayak fish on lower Buckhorn lake and to highlight Peterborough & the Kawarthas’ proud industry connections to fishing advocacy and manufacturing. During her visit, Ashley visited and toured Lucky Strike Baitworks and OFAH Hunting & Fishing Heritage Centre.