In its latest campaign for the U.S. market, Destination Ontario is showing American travelers how fall colours can be seen outside of nature.

“Fall Deeply in Color” features a duo experiencing fall landscapes through restaurant cuisine, AGO Group of Seven artwork, a vineyard wine cellar, and finally, in front of deciduous trees and a serene river.

It’s the first major campaign that Broken Heart Love Affair (BHLA) has done for Destination Ontario, the lead tourism marketing organization for Ontario, which went on a pandemic-induced hiatus.

Jordan Hamer, creative director at BHLA tells strategy that instead of creating a campaign that checks off a list of things to do in the province, the idea was to connect with consumers on a more meaningful level. “[Because] people travel for emotional reasons,” he says.

The spot aired online, via connected TV, on social media, as well as in cinema during this summer’s biggest box office duo —Barbenheimer — allowing moviegoers to experience the colours of Ontario before each film.

To round out the campaign, Destination Ontario brought Ontario’s fall colours to New York and Chicago through print and digital outdoor ads. This is the first time the client has targeted those cities “in quite a while,” Hamer says. The campaign, he adds, is aimed at a slightly more affluent traveler in urban markets and may also be adapted for other markets.

Media for the campaign was handled by Initiative.