Explore the Bruce Boat Tours and Scuba Diving Ad Campaign
In August 2024, Explore the Bruce launched a digital advertising campaign highlighting boat tours and scuba diving in partnership with Destination Ontario and the Municipality of Northern Bruce Peninsula. The campaign highlighted the Bruce Peninsula’s boat tours and scuba diving to promote fall visits, encouraging travel in the shoulder season to ease peak congestion and support local operators.
The primary objectives of the campaign were to extend the tourism season, increase fall visitation, and drive awareness of the Bruce Peninsula as a year-round destination. Anticipated outcomes included increased bookings for boat tours and scuba diving experiences during and after the campaign window and an increase in tourism-related economic activity.
The campaign significantly exceeded expectations and delivered outstanding results. With a total of 19,804,086 impressions, 258,786 ad clicks, and 226,340 landing page views, the campaign demonstrated exceptional reach and engagement across key digital platforms. These results not only reflected strong interest in shoulder-season travel to the Bruce Peninsula but also highlighted the campaign’s effectiveness in driving action and intent. Notably, this was Destination Ontario’s best performing fall campaign since the inception of their partnership program, underscoring both the strategic relevance of the campaign messaging and the strength of the creative execution.
By significantly increasing fall visibility and engagement, the campaign helped shift perceptions of the Bruce Peninsula from a summer-only destination to a vibrant fall getaway, aligning with the project’s goals to extend the tourism season and support regional growth.
One of the ongoing challenges in promoting tourism to the Bruce Peninsula is the strong seasonal perception that it is strictly a summer destination. The region sees a significant surge in visitors during the summer months, particularly up to the Labour Day long weekend in September. However, once the holiday ends, visitor traffic rapidly declines. This seasonal drop-off poses challenges for local businesses, tourism operators, and the broader regional economy. This campaign was aimed at addressing this perception and showcase activities that can still be enjoyed throughout September and into the Fall season, extending the tourism window and encouraging travel beyond the traditional summer peak. These efforts help build awareness of the Bruce Peninsula as a year-round destination and support sustainable growth.
The campaign targeted Ontario-based travelers aged 25–54 looking for nature-based getaways close to home with a focus on couples, outdoor enthusiasts, and experience-driven adventurers. A secondary focus was on families and mature travelers interested in off-peak trips. Messaging emphasized the Bruce Peninsula’s crystal-clear waters, shipwreck diving, and scenic boat tours, appealing to those seeking unique, memorable adventures beyond the summer season.
The campaign used targeted digital ads based on travel interests and past engagement to reach the most relevant audiences. Focused on boat tours and scuba diving, it promoted off-peak tourism through social and search channels, supporting local operators and economic activity.
Sustainability was central to the campaign, encouraging seasonal travel to reduce environmental strain and spotlighting low-impact, experience-based activities. By showcasing local operators and partnering with Destination Ontario and the Municipality of Northern Bruce Peninsula, it fostered responsible tourism and stewardship of the region’s natural and cultural heritage.
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