2017 Winner

Ontario Tourism Marketing Partnership Corporation

Where Am I?

FCB Toronto & PHD

SilverProducts and Services - Best in Travel and Tourism

To counter residents’ tendency to ignore their own province, Ontario Tourism showed the places and experiences they didn’t know existed in their own backyard. Its campaign showed visuals of the province, but didn’t reveal its location. Instead, it challenged them to guess “Where Am I?” The team launched a ten-day teaser phase with a TV spot, print, online and social content asking people to guess where the visuals were from. A built-in geo-guesser told them exactly how close or far away they were from the right answer, with many people getting it wrong. When told that the sites were in Ontarians’ backyard, overnight visits tripled and summer trips nearly doubled.

Credits
Lisa LaVecchia: President & CEO, OTMPC
Debra Mansillo: Special Projects Manager, OTMPC
Michelle Borthwick: Director, Brand Management and Consumer Marketing, OTMPC
Julia Holliday: Director, Digital Marketing, OTMPC
Chief Creative Officer: Nancy Crimi-Lamanna/Jeff Hilts/Jon Flannery
Art Direction: Jeff Hilts
Copywriting: Nancy Crimi-Lamanna
Sunil Sekhar, VP, Management Director
Sarah Banks, VP, Business Director
Violet Karbalaei, Account Supervisor
Skye Gandy, Account Coordinator
Rea Kelly, Producer
Sumit Ajwani, Producer
Kinga Karadi, VP, Operations
Michelle Simpson, Senior Project Manager
Emily Watkin, Project Coordinator
Carly Roy, Project Coordinator
Shelley Brown, VP, Chief Strategy Officer/Sr. Planner
Heather Segal, VP, Planning Director
Anastasia Tubanos, Senior Strategist
Kristy Pleckaitis, Lead User Experience
Shelagh Hartford, Digital Strategist
Production Company: OPC
Executive Producer: Liz Dussault, Harland Weiss, Donovan Boden
Line Producer: Karen Harnisch, Marc Swenker
Director: Andrew Cividino
DOP: James Klopko
Editing House: Rooster Post Production
Editor: Marc Langley
Assistant Editor: Eric Dubois
Transfer Facility: Alter Ego
Colourist: Eric Whipp
Online Facility: Fort York VFX
Online Artist:Ernie Mordak
Online Assistant: Melissa Vasiliev
Music House: Silent Joe
Music Track Director: Jody Colero
Exec Producer: Jane Heath
Song: “Giant”
Composer: Bruce Peninsula arranged by Todor Kobakov
Engineer: Vlad Nikolic
Sound design: Vlad Nikolic