The gist.

As COVID-19 restrictions started to relax, South Eastern Ontario was in a jam. Local businesses depended on tourists to survive, but the locals themselves were skeptical about visitors. We created a campaign that appealed to both, promoting curated experiences as well as a guide to responsible travel. The result was a campaign that encouraged visitors to go the extra mile not only in terms of an exciting adventure close to home, but by being courteous and safe while they were at it.