TORONTO — TICO’s latest consumer awareness campaign, launched in December 2018, includes YouTube videos, social media posts and banner ads on various websites targeting specific demographics, based on their travel behaviours.
The campaign is entirely digital-based, moving away from the TV ads of years past, says TICO President and CEO Richard Smart.
“TICO chose to focus on the digital space for this campaign because the Internet is a high-traffic area for researching travel destinations and finding information,” says Smart.
Video ads are also running in Toronto’s underground PATH system and at Dundas Square.
The star of the campaign is the Asterisk, which flags the message that TICO-registered travel agencies and websites can provide the necessary details needed for travelling.
The intent is to make sure that all travellers understand that they must book with a TICO-registered travel agency or website in order to benefit from Ontario’s strict consumer protection laws should something affect their travel plans, says Smart.
TICO-registered travel agencies and websites are asked to make sure that the TICO logo or registration number is prominently displayed on their website, social media accounts and marketing materials.
Consumers will be looking for this information to make sure that they are booking with a TICO-registered travel agency or website, so they can benefit from consumer protection, adds Smart.
Agencies can download the TICO logo here.