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Ontario Touring Guide 2022

Submitted ByRegional Municipality of Durham

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The Durham Tourism full-page advertisement in the edible Touring Guide aligns with our strategic focus on promoting Durham Region as a destination for agri-food culinary experiences at our award winning breweries, cideries, wineries, and farms that offer agri-tourism experiences and on-farm retail.

The goal of this advertisement was to create awareness around Durham Region’s Urban Excitement and Country Charm brand principle. Durham Region’s urban areas, especially those in the lakeshore communities, offer modern restaurants, dense downtowns, and exciting events. Our urban excitement is best captured by the energy of roaring crowds, lively nightlife, and contemporary arts and culture
experiences. Our rural areas, especially those in our northern communities, offer quaint downtowns, on-farm markets, and inspiring outdoor adventure. Our country charm is best captured by the wideopen spaces of our trails, apple picking in the fall, and lakefront activities.

We wanted to demonstrate this brand principle with the design of the advertisement which featured the tag line “From modern bistros to farmers’ markets”.

Strategically, this advertisement was placed in the edible Touring Guide that was launched by edibleToronto and edible Ottawa as a special issue of their magazine. The publication is dedicated to touring the best of Ontario’s local food and drink scene. 20,000 copies were distributed throughout Ontario including target geographies such as Southwestern Ontario, Toronto, Peterborough, Prince
Edward County and Kingston.

Another goal of this advertisement was to drive traffic to additional Durham Tourism content. To do this we included a link in the advertisement to our ‘Eight most Instagrammable restaurants in Durham Region’ blog. Since this publication was circulated in both digital and print, we included a hyperlink directly to the blog in the digital advertisement and created friendly URL that was easy to remember
for those viewing the publication in print.

Since the launch of the edible Touring Guide our Insta-worthy dining blog has had 1566 page views and the average time on page (6:34) is nearly double our site-wide average (3:36). All time page views are 4670 and it is the second most popular page this year.

Durham Tourism is focused on attracting visitors and engaging residents on our distinct mix of urban and rural experiences and this piece creates awareness of what Durham Region has to offer.