Teaming up for Tourism

The Packet & Times

Orillia's tourism sector is teaming up to draw more attention to the Sunshine City's numerous events and attractions. The co-operative marketing campaign, led by the economic development committee (EDC), consists of the culture and heritage department, chamber of commerce and the Downtown Orillia Management Board (DOMB). The main message, said economic development manager Dan Landry, is that "you can virtually come to Orillia every weekend in the summer and not go to the same event."

The campaign is now underway, after consultations were held with tourism stakeholders. The common message that came out of those discussions was that every-o ne would benefit from a collaborative approach to marketing the city.

Last year, a radio-advertising campaign aimed at day tourists was heard by listeners within a 60-to 80-kilometre radius of the city. This year, the campaign includes television spots, a "Sunshine City booth" at local events and a flyer to be distributed to local hotels, listing a full schedule of summer events and festivals.

There's also an eye-catching billboard on Highway 11 North, south of the city, inviting motorists to Orillia. It will feature a changeable marquee that will promote individual events. Coun. Pete Bowen, who chairs the tourism subcommittee of the EDC, said everyone involved expects the campaign to be "quite effective."

Much of that is expected to be a result of an upgraded chamber of commerce website -- www.orillia.com-- which will serve as " a good landing page" for local events, Bowen explained. The website already includes event listings in the area, but it will be enhanced as part of the new campaign. "Not one of the three of us (the city, chamber and DOMB) would have been able to get the same impact as all of us together," Landry said of the reason for the partnership.

It's a more financially viable option for those involved, he said, describing it simply as a "leveraging of the dollars." Orillia is already a popular destination, particularly for sports tournaments, which attract thousands and provide a noticeable economic boost. But many of the participants in those tournaments are from out of town and often have time to kill between games.

A more visible promotion of city events could entice those visitors, because "we can't take it for granted that they're going to just trip over this stuff," Landry said.