Website URL: https://www.georgina.ca/living-here/new-georgina
As part of an economic campaign to target new investment and promote the Town of Georgina’s identity, a lifestyle video was produced highlighting Georgina as a great place to live, work and play. It also intends to increase civic pride in the community, helping to ensure existing residents and business owners serve as ambassadors. The video is part of a series of videos targeting investors, talent and visitors to choose Georgina.
With many talented and skilled workers within a short drive south of Georgina now being able to work remotely, audiences to the south of the town in urban centres were targeted through paid campaigns for two months using social media and Google Adwords. Since June, the has been viewed more than 50K times.
It focuses on the Town’s lakeside living, community support and proximity to urban centres in the Greater Toronto Area through testimonials from a diverse mix of residents and business owners. Being less than an hour from Toronto, in one of Canada’s fastest-growing economic regions, York Region, and on a lake make Georgina a competitive option for those looking to move north and improve their quality of life. These competitive advantages were highlighted in the video by residents and business owners.
Some of the challenges that we knew we’d need to overcome were being able to pull out the key responses we wanted to include. Through strategic questioning, we were able to capture everything we needed resulting in genuine responses that resonate with viewers.
The messaging is also promoted through social media posts and the Economic Development and Tourism Office’s blog, which links to the Town’s website, where the video is embedded, along with a wealth of other information potential residents may be looking for. They will also find information on education, healthcare, arts and culture and more, prompting them to navigate the site and learn more about the town. Residents and business owners, aside from the ones featured in the video, continue to be interviewed and featured in communication on why they chose and continue to choose Georgina to continue to drive awareness and interest.