Step Out And Step Forward

Explore Waterloo Region / Ad Campaigns

The past year and a half has been difficult for many businesses, particularly tourism. So Explore Waterloo Region asked us to ply our skills to keep the region top of mind during the pandemic.

The climate of uncertainty made crafting tourism advertising difficult at best, with promoting attractions, museums and businesses particularly risky amid ever-changing restrictions and lockdowns. So we chose to focus on the Region’s most accessible assets: free public spaces that are, in a sense, pandemic-friendly.

We knew that once restrictions were lifted, people would be more than anxious to get out and re-experience life. So, we created campaigns to remind local and city folks of the Region’s natural outdoor beauty, with a series of print and digital ads celebrating our many historical and natural landscapes in which to hike, bike, paddle, fish or ski – all while being mindful of the current situation.

By tempting visitors with accessible travel experiences, we hope to set the stage for full-on engagement with the Region, moving from take-out food and day trips today to sit-down meals and weekend adventures tomorrow, reinvigorating our audience – and the economy – in the process.

Project Scope:
Art Direction
Copywriting