The City of Pickering’s Summer Tourism Campaign
The City of Pickering’s Summer Tourism Campaign was a strategic, made for social video initiative designed to spotlight local businesses and position Pickering as a must-visit destination. Launched following the completion of the Community Visitor Plan – and in anticipation of the new Destination Pickering municipal services corporation – the four-part video series served as a cornerstone of a broader tourism activation strategy.
The campaign aimed to boost local tourism, increase business visibility, and foster community pride through vibrant and engaging storytelling. Each of the four themed videos (Family Day, Date Night, Kids Best Day Ever, and Nature Retreat) was crafted to appeal to diverse visitor interests while showcasing Pickering’s unique offerings. The primary objectives were to drive foot traffic to local establishments, strengthen Pickering’s tourism identity, and build a compelling digital presence in advance of the Destination Pickering launch.
The campaign generated strong community engagement, increased social media shares, and received an overwhelming amount of positive feedback from participating businesses.
One key challenge was balancing a broad representation of Pickering’s offerings within a limited timeframe. To address this, the team collaborated closely with local businesses to curate content that felt both personal and inclusive. Production timelines were also adapted to accommodate outdoor filming and community availability.
The target audience included families, young professionals, couples, and day-trippers from the Greater Toronto Area, with a particular focus on the 18-25 and 25-35 age categories. The videos were distributed across social media platforms to engage both local residents and regional visitors.
The campaign was designed with long-term usability in mind. In addition to its immediate impact, it established foundational content that Destination Pickering can continue to leverage in future marketing efforts, supporting sustained tourism growth.
This campaign not only promoted Pickering’s attractions but also brought the community together around a shared sense of place. Through strategic planning, authentic storytelling, and visually compelling content, Pickering’s Summer Tourism Campaign successfully positioned the City as a vibrant and welcoming destination for all.
The four videos are as follows:
https://www.linkedin.com/posts/investpickering_destination-pickering-nature-retreat-activity-7235282646778396672-1CTk/?utm_source=share&utm_medium=member_desktop
https://www.linkedin.com/posts/investpickering_destination-pickering-family-adventure-activity-7234185770121486336-g7tH/?utm_source=share&utm_medium=member_desktop
https://www.linkedin.com/posts/investpickering_destination-pickering-activity-7229913043856420864-dCG4/?utm_source=share&utm_medium=member_desktop
https://www.linkedin.com/posts/investpickering_best-day-ever-for-kids-destination-pickering-activity-7232407787245338625-5B8T/?utm_source=share&utm_medium=member_desktop
