Ontario Tourism Marketing Partnership Corporation (OTMPC) UK office has launched their largest outdoor adventure campaign in the UK promoting the many exhilarating experiences across the Province of Ontario, located in Eastern Canada.

The campaign was launched in partnership with Double A Media, Air Canada, a number of UK tour operators, as well as Ontario based travel suppliers.

The campaign, which will target consumers through print, special interest digital channels and non-travel brand partner channels with content driven placements, is expected to reach over 5 million UK adventure seekers across a 14 month period.

At the core of the campaign is a 20 page, A4 colour supplement. Also, a '13 night Ontario Northern Wilderness Adventure' trip competition is featured across the campaign to encourage consumers to sign up to receive Ontario Tourism UK's regular outdoor adventure focused e-newsletter and to connect with Ontario Tourism's social media platforms, allowing the organisation to further engage and interact with those that have shown interest in the destination. The prize is sponsored by Discover the World (UK tour operator) and includes flights sponsored by Air Canada and is worth in excess of £5,000 GBP.

The competition can be entered and the supplement downloaded through the dedicated micro site at www.ontariotravel.net/ukadventure as of 20th April 2013.

250,000 copies of the supplement will be distributed in numerous outdoor-focused special interest adventure travel magazines, including Active Traveller, Trek and Mountain, Trail, Country Walking and TGO. The supplement will also be distributed at a number of large outdoor focused UK consumer shows throughout 2013 and 2014. Events include the Keswick and Kendal Mountain Festivals, The Outdoors Show, Destinations Manchester and London and the Adventure Travel Show.  An additional 20,000 copies will be available at over 20,000 gyms nationwide in the UK to target the active traveller.

The campaign is designed to encourage UK visitors to travel beyond the popular destinations of Toronto and Niagara Falls and showcase the Province's world class outdoor adventures including kayaking, canoeing, hiking, biking and winter pursuits.

The supplement showcases the experiences across the Province with features that cover iconic Ontario adventures such as canoeing on the longest network of canoe routes in the world, white water rafting on the Ottawa River; one of the world's top five white-water rafting hot spots.

Highlights include the range of Ontario's provincial and national parks, from well known places like Algonquin Park, to lesser known experiences such as black bear spotting in Chapleau Park in Northern Ontario, the world's largest Crown Game Preserve.  

The piece also covers some of Ontario's best hikes in the Province including  the UNESCO World Biosphere Reserve, The Bruce Trail, urban adventures such as the CN Tower Edgewalk, walking on a 5ft wide ledge encircling the circumference of the tower, 1,168ft above ground, and kayaking on the UNESCO designated Rideau Canal in Ottawa.   

Ontario Tourism UK have worked closely with numerous expert tour operators to develop a number of new programs for this Ontario Adventure campaign. The call to action to this campaign will be a landing page, www.ontariotravel.net/ukadventure which will include these tour operator packages allowing the consumer to book these experiences. 

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About Ontario

The province of Ontario is located in east-central Canada and is bordered by the Canadian provinces of Manitoba to the west and Quebec to the east, and five U.S. states to the south. With a population of more than 13 million, Ontario is home to one in three Canadians and is one of Canada's largest provinces, covering more than one million square kilometres (415,000 square miles). Toronto, the capital of Ontario, is Canada's largest city. It is also the commercial, industrial and financial centre of Canada. Ottawa, the capital of Canada, is also located in Ontario. Ontario is home to 400,000 lakes and contains one-third of the world's fresh water.

For other information on this project please contact:

Lyndsey Thomas, Account Director - UK, Ontario Tourism Marketing Partnership Corporation, 135 Salusbury Road, Unit D, 28-29 The Quadrant, London, NW6 6RJ. Tel: 0207 644 6121. Email: lthomas@aviacircle.com www.ontariotravel.net/uk