Deep in the heart of Kawarthas Northumberland is Kawartha Lakes, Ontario’s Houseboat Capital. With over 50 rental houseboats in close geographical proximity on the Trent Severn Waterway, there exists a unique opportunity for people from around the world to experience the beauty of the area and enjoy an adventure with family and friends. Houseboats are often a portal through which guests to the area can link to other tourism opportunities, experiences and adventures across the four regions.
Three houseboat operators, who are typically in competition, formed a creative industry alliance in partnership with the municipality and the province, to brand Kawartha Lakes the Houseboat Capital of Ontario using a creative combination of print media, social media and a lead generation program to target and entice guests from border US States and Ontario. With a strategic focus on the spring market, which is typically under actualized, visitation to the area will increase, which will have a direct impact on workforce development across the region.
Logo development and branding through print media plus the production of fifteen, 45-75 second videos, provide a legacy footprint of the campaign. The metrics obtained through website analytics provide baseline data and an economic impact of the project for all partners. – Jill Quast, Happy Days Houseboats.