Yellow Door Campaign Receives Tourism Advertising Award

Published on: 2013/11/26 - in Featured Releases

Kingston Accommodation Partners (KAP) has been awarded the Tourism Advertising Award of Excellence from the Ontario Tourism Marketing Partnership Corporation (OTMPC) for their Yellow Door Campaign. The award follows the campaign’s recent award-win from the internationally acclaimed Summit Awards in October.”

The OTMPC collaborates with tourism partners and colleagues at home and internationally to develop and deliver exciting, integrated, research-driven marketing programs that reinforce Ontario as a strong tourism economy and a premier, four-season travel destination.

The award-winning campaign included the implementation of the Yellow Door as KAP’s brand identifier and recruiting street teams to engage visitors in nearby Toronto and Ottawa for a chance to win a weekend getaway in Kingston. To win, visitors simply entered random codes into the locks of a full-sized yellow door – if it opened, the weekend getaway was theirs. The campaign extended far beyond simply awarding prizes, however: the street team also engaged passerby’s with first-hand accounts of Kingston sights, sounds and experiences while sharing Kingston imagery via iPads to further the point.

“The challenge was to maximize our clients exposure with a significantly reduced budget. Because of the intrinsically experiential nature of travel, we felt that a guerrilla marketing campaign – taking our clients message to the streets was a perfect fit. The Big Yellow Door became a mnemonic device – a metaphor, for the historic, yet vibrant and sophisticated city of Kingston and all the great times that await you there.” Said Tony Lyons, President and Creative Director of KAP’s agency of record, Alphabet Creative.

The Yellow Door Campaign received top honours this year, winning the OTMPC’s Tourism Advertising Award for the marketing and promotion of an Ontario tourism product through a series of multi-medium advertisements.

The campaign leveraged both traditional and unique creative executions – including vivid transit advertisements, a Restaurant Takeover where Kingston Chef Clark Day prepared literal tastes of Kingston to Ottawa patrons, and a show-stopping exhibit at the Ottawa Wine and Food Show featuring a delicious tasting menu and an informative session on making cheese at home.

Murray Matheson, KAP’s Executive Director is pleased with the results: “We [Kingston Accommodation Partners] are always looking for innovative ways to create interest in Kingston, and to get our great city noticed. We are delighted that the campaign resonated with so many and that our creative efforts have been recognized not once, but twice this year! We look forward to building upon this in the future.”

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