Tourism Vaughan Summer Campaign – 2024
Tourism Vaughan Summer Campaign – 2024
As a top family-friendly tourist destination in the GTA, Tourism Vaughan Corporation, under the city of Vaughan’s Economic Development Department, puts a great deal of effort into our summer campaigns each year. Many of Vaughan’s top rated attractions are in their peak season throughout the summer months, and to encourage visitation to these attractions and experiences, Tourism Vaughan executes strong summer advertising campaigns, including utilizing many paid and unpaid tactics in a variety of formats to reach new and existing audiences, to inform them of what’s new, returning and can’t be missed for summer in Vaughan!
In addition to our main VisitVaughan landing page – our existing website for all things tourism in Vaughan – Tourism Vaughan also promotes all things summer with our dedicated Summer in Vaughan landing page. This page is a “one-stop-shop” for interested visitors that includes specific summer blogs, itineraries and recommendations on how to enjoy summer across Vaughan with unique experiences. Travellers can build their summer itineraries within Vaughan, boosting visitation and travel to the city and its attractions.
A large part of the Tourism Vaughan summer campaign are dedicated blogs and itineraries that are created around popular events, attractions and things to do specifically during the summer months. Keeping in mind our main target audiences of families, arts and culture lovers, foodie fanatics, and adventure seekers, our team curates blog topics based on these factors, and also based on social media trends and past content that proves to perform well with our audiences. For summer 2024, our summer blog features included:
- Filmed in Vaughan: Your movie and TV guide
- Celebrate Canada Day in Vaughan
- Trails to Visit in Vaughan
- Family Fun in the Sun!
- Celebrate the Labour Day Weekend in Vaughan!
- Instagrammable Restaurants in Vaughan
- Look What You Made Us Do – Vaughan’s Ultimate Swiftie Itinerary
New for the 2024 summer campaign, Tourism Vaughan was also looking for new ways to connect with our audiences across our social media platforms, specifically our @VisitVaughan Instagram account. To do this, Tourism Vaughan paired five of the above-mentioned blogs with associated Reels, or short video-style posts, that were posted organically and with ad-spend throughout the summer. These Reels brought in over 1.8M impressions on our social media platforms, including in the form of interactions like multiple clicks through to our blogs and website landing pages, shares, comments, and reactions.
In addition to the above tactics, Tourism Vaughan also deployed our popular “Make Your Next Stop Vaughan” sub-campaign, a rolling promotional campaign used across popular transit systems in Toronto and the GTA. Seeing millions of travellers every summer, Tourism Vaughan had placements within multiple Toronto Transit Commission’s (TTC) subway platforms and carts, as well as within the GO Train cars and stations. With Vaughan’s close proximity to Toronto, and the direct access to and from Toronto through multiple transit points, these marketing tactics continue to be successful in drawing visitation into Vaughan throughout the summer months.
(Samples from “Make Your Next Stop Vaughan” summer transit ads – see attached images):
