If you’ve experienced winter in Canada, you know our climate can be brutal. However, with excellent conditions, Northwest Ontario is the best place to embrace the season and participate in a variety of winter activities. Partnering with Generator, Acart was tasked to develop a social media campaign for Visit Northwest Ontario (RTO13c – Northern Ontario Regional Tourism Organization 13) to promote their winter activities and inspire tourists to visit the region.
Generator developed the campaign’s look and feel for print and digital, while Acart carried over the design and messaging to social media, including posts for Twitter, Facebook, and Instagram. From February to March, we targeted social media posts about various winter activities to families, boomers, adventurers, and young professionals in three main geographic markets: the U.S. – Minnesota and Wisconsin, Winnipeg, and Thunder Bay.
The campaign included an Instagram photo contest, which encouraged Canadians to share and tag photos that show how they #LoveWinter for a chance to win a ski and stay package in Northwest Ontario. The contest was promoted with targeted social media posts and an Instagram story ad. Acart managed the contest and provided overall community management throughout the campaign, replying to comments and answering questions as needed.
Our efforts were successful in driving web traffic to visitnorthwestontario.com. Facebook posts, which directed to the campaign website, had a 2.6% click-through-rate—almost triple the industry average. Web traffic increased by over 27% compared to the same period last year, while new site visitors increased by 26%. The Instagram contest generated over 30 engagements with user-generated content that is now featured on the Visit Northwest Ontario’s website.