Objective 1
Promote Peterborough & the Kawarthas to Key Audiences
Promoting the Destination
Fall Visitor Attraction campaign
Peterborough & the Kawarthas Tourism (PKT) launched the fall visitor attraction campaign, targeting visitors living west of the Greater Toronto Area and upscale adults.
The campaign highlights autumnal experiences in Peterborough & the Kawarthas, including fall drives, the great outdoors (hiking, cycling, paddling), Brews, Bites & Barns self guided discovery route, and #PTBOPicnic.
The campaign featured a sponsored article on the National Post website focused on fall drives and experiences in the region. The article also features an interactive quiz for readers to discover which season is best for them to visit Peterborough & the Kawarthas and includes 7 bucket list adventures.
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 third quarter of the year:
Bri Mitchell from Traveling Mitch returned to the region from September 5-8 with a focus on the arts, artisans and studio tours in Peterborough & the Kawarthas. Featured attractions and businesses include the Apsley Autumn Studio Tour, Warsaw Caves Conservation Area, Art Gallery of Peterborough, Jackson Park – Trent Valley Archives Tour and more. Bri Mitchell also took part in the #PTBOPicnic.
Raymond Cua from Travelling Foodie visited Peterborough & the Kawarthas for a Food & Farm experience. Raymond visited businesses throughout Peterborough and Peterborough County, including Millbrook Mercantile, the Fall Festival in Downtown Millbrook, Harley Farms, Black Honey Bakery & Coffee House, Publican House, Rolling Grape and more.
Promoting Businesses
Working alongside the Business Advisory Centre, Peterborough & the Kawarthas Tourism, and Business Attraction, Retention & Expansion teams, Marketing and Communications promoted businesses across the region and shared success stories and profiles, gaining media coverage and leveraging major employers to promote for investment attraction.
Business Profiles
PKED worked closely with major employers in the region and a local freelancer, Paul Rellinger, to write business profiles to be featured on InvestPTBO.ca. Businesses include:
Media Coverage
Businesses small to large were featured throughout the quarter in the media, both earned and caused through PKED. Check out the top results below: