Branding campaign takes the cake
May 12, 2015
I read with disbelief last week’s article in the Echo about Ontario’s Highlands Tourism Organization’s summer campaign launch “Welcome to Nowhere.” I’ll tell you where nowhere is…when you live in the city and feel depressed. That’s when you feel like you’re stuck in nowhere! In my previous career, I spent 12 years in various sales and marketing capacities in the hotel industry and then started a Toronto based hotel and resort representation business, which I ran for almost 20 years. During that time, I saw many branding campaigns come and go, but this one takes the cake! OHTO’s marketing agency has obviously missed the boat. I believe asking tourists to go “nowhere” is both negative and disengaging not to mention demeaning. Plus, what is the benefit of going nowhere? What is the draw? I don’t know whose “nowhere state of mind” they’re referring to but what I do know is that this campaign doesn’t make sense and needs a re-think.
Dave Allen Haliburton