Case Study: Peterborough & The Kawarthas – A Data-Driven Strategy for Regional Tourism Growth
Overview
Peterborough & The Kawarthas, a scenic regional destination, needed a targeted tourism marketing strategy to increase visitor engagement, promote seasonal attractions, and strengthen its regional brand. While the area had strong tourism potential, it faced seasonal fluctuations in visitor interest, competition from other regional destinations, and the need for a more cohesive digital marketing approach.
The objective was to develop and execute a multi-channel marketing strategy that would highlight the region’s unique offerings, optimize campaign performance, and drive measurable tourism growth.
Strategic Approach
As the Lead Marketing Strategist and Designer, I developed a comprehensive tourism marketing strategy to increase engagement and visitor interest. My approach included:
Data-Driven Campaign Development – Analyzed previous tourism engagement trends to identify high-impact seasonal opportunities. Launched the Maple, Spring, and Culinary Campaigns, each tailored to emphasize the region’s distinct seasonal experiences and attractions.
Multi-Channel Marketing Strategy – Developed a cohesive marketing plan incorporating print, digital, social media, and video to maximize audience reach and ensure consistent brand messaging.
Targeted Digital & Print Advertising – Designed ads for major publications (Globe & Mail, local tourism guides, digital platforms), ensuring the right audiences were reached through strategic media buys.
Social Media Engagement Strategy – Created and managed social media content and paid campaigns that significantly increased engagement, event participation, and regional awareness.
Tourism Video Production & Promotion – Developed a high-performing regional tourism video, strategically optimizing ad spend for maximum impact, which outperformed previous years’ content.
Performance Analysis & Optimization – Tracked key performance metrics, identifying top-performing campaigns and using insights to refine future marketing efforts and budget allocations.
Results & Business Impact
Increased seasonal tourism engagement, successfully positioning the region as a must-visit destination.
Strengthened brand presence in major publications and digital channels, enhancing regional awareness.
Optimized video marketing efforts, leading to record-high engagement and interest in tourism campaigns.
Boosted social media engagement, effectively driving audience interaction and event participation.
Implemented a data-driven marketing approach, enabling more informed, strategic decision-making for future tourism campaigns.
Conclusion
By combining strategic branding, multi-channel marketing, and performance analysis, I helped Peterborough & The Kawarthas strengthen its regional tourism presence and drive measurable engagement growth. This case study highlights my ability to develop data-driven marketing strategies that enhance tourism impact, ensuring sustainable growth and brand visibility in a competitive market.
Peterborough & The Kawarthas Video Content
For the Spring Maple Campaign, I created engaging paid video ad for Meta and Google showcasing the region’s maple syrup season, capturing the sugar bush experience, local producers, and maple-infused culinary delights to highlight seasonal tourism. Additionally, for the Culinary Campaign Social Media Contest, I developed dynamic visuals and promotional videos that encouraged audience participation, featuring local restaurants, signature dishes, and farm-to-table experiences to celebrate the region’s diverse food scene. These campaigns helped drive engagement, boost tourism interest, and support local businesses.