Best of the Bruce Guide

Single Publication – 4 or more pages | County of Bruce


  • International Centre Mississauga’s Outdoor Adventure Show and Sportsman tradeshows: 9,020 distributed
  • Brochure swap: 2,270 distributed
  • Mailout requests: 600 distributed
  • Other points of interests and attractions: 21,000
  • Results:
  • Facebook: 10,000 likes in 2016
  • Instagram: 3000 likes
  • Parks Canada visitation increased
  • Explore the Bruce – Adventure Passport participation: 12,000 explored the Bruce
  • Visits to website: 1.6 million page visits
  • Outcomes from partnership includes:
    • Pants Optional Campaign, Kincardine
    • Bruce Peninsula Brochure/Map
    • Explore the Bruce Adventure Passport
    • Parks Canada Marketing Campaign

The outcomes are measureable in terms of both qualitative and quantitative methods:

  • Marketing pieces are collaborative now within Bruce County and with local communities
  • Future campaigns are smoother since relationships have been built and fostered
  • Booking numbers increased for tourism operators, 100% occupancy in summer months Adventure Passport awareness
  • Website hits for Kincardine, Wiarton and Bruce County have increased and become more targeted – 1.6 million visitors
  • Regional working groups established
  • Student partnerships with Parks Canada to help move visitors around
  • Integrated Spruce the Bruce program and grants links everything together

What is the Best of the Bruce Guide?

  • An out-market Provincial piece to potential visitors in the dream phase of planning their vacations, and turn it into “fulfillment.” The Explore the Bruce creative messaging aims to inspire audiences to interact with the brand and begin the exploring process immediately. By making the message unique with an element to attract curiosity by telling stories, an audience member will have to invest time into finding out more. Every communication is structured to attract, differentiate, clarify and inspire call to action.
  • Highlights the best: experiences, restaurants, places to stay, events and things to do in downtown communities within Bruce County that have organized their community brands and action plans.

Marketing Objectives:
The intent of promoting the “Best of” is that it will attract visitors to a destination then they will visit the other secondary attractions in that community. It encourages travel around the County.

  • To develop a promotional piece that will compliment in-market brochures (ie. Mountain Bike Brochure)
  • To develop itineraries that will highlight the “Best Of’s” of each community and reflect each communities brand
  • To highlight Activities/Seasons and Top “Things to Do” in Bruce County
  • To continue to reflect the Bruce Brand, ensuring a unified voice
  • These “Best Of’s” have offered a consistent track record, offering an experience that you would be willing to drive out of their way, at least 45 minutes to see and do.
  • The “Best Of’s” are places you would most likely recommend to friends or family.
  • Once people get out of their cars to see and experience the Best of’s in each community, they are 4x more likely to stay and spend more money downtown
  • Best Of’s have great curb appeal, rate highly on third party websites like TripAdvisor, are open late at least a few nights per week and open 6 days per week
  • Lengthening the shoulder seasons to include spring and fall.
  • This was an outcome of our Economic Development Plan (Appendix F)

The partners involved, and what made the partnership unique and effective:
This piece took the collaboration of many different stakeholders with the common goal to work together in a public-private partnership to provide a key destination and Ontario tourism experience. The key stakeholders within Bruce County are as follows:

  • Each region: Peninsula, Lakeshore and Interior
  • Representatives from each municipality: North Bruce Peninsula, South Bruce Peninsula, Saugeen Shores, Kincardine, Brockton, Huron-Kinloss
  • Each community: Tobermory, Lion’s Head, Wiarton, Sauble Beach, Southampton, Port Elgin, Kincardine, Lucknow and Ripley, Walkerton and Area, Paisley and Area
  • Hundreds of business owners and operators for each community
  • Spark Communications – designed the piece and won Hermes Creative Award for the piece. Their work was top quality and they were both quick and efficient to work with.

 Target Audiences
The following markets have been identified through background research and data analysis.
How many pieces were produced?
40,000 Best of the Bruce guides were printed.

How was the piece distributed?

  • Best of the Bruce guides were distributed in person at the Ontario Travel Outdoor Adventure Show and Sportsman Show tradeshows in Mississauga, mailed out to a total of 600 people that have requested them, and given to neighbouring County’s visitor centres owners and operators at a Grey-Bruce brochure swap.
  • Accommodators
  • Grey-Bruce visitors points of interests

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