“Mona’s expertise in digital media, her tireless work ethic, her commitment to innovation and client service, and her always positive attitude make her a joy to work with. Ontario Tourism owes Mona a great deal of gratitude, as I’m sure all her clients do. And I look forward to the day when I’ll be able to work with and learn from her again. I could not offer a higher recommendation.”
Feature case study
Integrated strategy and comms planning for the 2015 Pan American Games in Ontario
Overview: Developing a comms strategy for the 3rd largest sporting event in the world.
Our Challenge: We needed to change the conversation in Ontario from apathy to anticipation for the largest event in Canada's sporting history.
Strategy: Dimensionalise the size and scale of the Pan Am games. Take our audience on an emotional journey to drive awareness and conversation about the games. Make them want to come to Ontario.
Top line Results:
- Awareness for Pan Am/Parapan Am Games advertising: from 19% (pre) to 42% (post campaign)
- Proven recall: 53% (vs. objective of 40%)
- Positive impression of the games: 63% (vs. objective of 50%)
- YouTube: 3.6M views (the video went viral almost immediately without any paid advertising, generating over 185K organic views
- Visits to ontariotravel.net: 100,000 to the Pan Am page (vs. objective of 75,000 visits).