Discover Gravenhurst: Sustainable Marketing for Sustainable Desitnations

File types exceed size limit and compressed files compromise the quality of the project, links provided:

1. Website: https://www.gravenhurst.ca/tourism-culture-recreation/winter-activities/
2. Digital Magazine: https://drive.google.com/file/d/1Eyb2y246RciFp-0QUxPV7b8Ylm1pLz5Z/view?usp=drive_link
3. Print Magazine: https://drive.google.com/file/d/1d-TXRZp2uPE0SXJPTcrUHWHS6_fPtXBa/view?usp=drive_link

Amid an evolving environmental and economic landscape, the Town of Gravenhurst Economic Development and Marketing Team seized the opportunity to expand its existing tourism marketing—in alignment with the then-developing, now-adopted 2024 Economic Development Strategy, which calls to “diversify the economy, build a commercial core, and expand heritage, arts and cultural assets as economic drivers” (Town of Gravenhurst, 2024). This publication was crafted for Canadians who value sustainability and unique experiences, and to reintroduce Gravenhurst as more than a summer cottage destination. The aim was to inspire intentional seasonal travel that drives real economic vibrancy, supports a robust and expanded tourism season, and positions Gravenhurst as a leader in tourism.

Published as a 6-page insert in Harrowsmith Magazine—an established Canadian platform for sustainable living and travel with a circulation of 72,000—the campaign included engagement opportunities for multiple generations seeking meaningful experiences that can be personalized with outdoor adventures, arts and culture, structured activities, and community immersion. The publication employed a storytelling tone and featured engaging photography to foster an emotional connection. Highlighted experiences included hiking, winter activities for all levels and abilities, and novel local gems like dark-sky astro-tourism events. The publication served as both an invitation and a call to action. This placement ensured an integrated approach—print, digital, and subscription, per EDAC’s standard for marketing which drives measurable community and economic impact. The campaign reinforced Gravenhurst’s goal of responsible growth and economic diversification by optimizing our existing successful assets: a tourism economy and natural beauty that extend beyond the traditional summer season into the “shoulder season.”

Climate unpredictability is redefining winter tourism and presented a major challenge in this project. To meet this challenge, the project content was expanded to spotlight fall, spring, and summer experiences to ensure the long-term relevance of both the campaign and the destination. By including a mix of public access activities and businesses—blending indoor and outdoor experiences at all price levels—this publication, and the destination of Gravenhurst itself, are positioned to be sustainable and adaptable for the future.

This campaign targeted affluent retirees or older workers interested in relocating to or traveling through serene, sustainable communities rooted in nature, as well as millennial families and urban explorers drawn to eco-tourism and value-driven travel. This publication offers a standalone, immersive marketing experience that integrates seamlessly within Harrowsmith’s editorial voice. It leverages multiple platforms to extend reach and impact, embodying EDAC’s core values of excellence, creativity, and community-focused storytelling—attracting business investment and tourism in an authentic way.

Sustainability permeates the project: from promoting eco-friendly, low-impact recreation and heritage preservation to fostering community pride and inviting climate-conscious planning for businesses and visitors. Partnering with Harrowsmith, a trusted voice in environmental stewardship, strengthened our messaging through brand alignment. The strategic shift to multi-season content underscores a forward-thinking mentality that embraces EDAC’s vision of mindful place-making and lasting, positive change for Gravenhurst’s next chapter.