The resulting campaign for the Sunset Country Travel Association is expected to "encourage Americans to visit Northern Ontario and focus on promoting the discovery of Canada's natural beauty and scenery," according to a press release. The work will include television, radio and outdoor and largely will be concentrated in major U.S. markets relatively near the Canadian border.
"We chose Drive because of the quality of its submission," said Gerry Cariou, executive director, Sunset Country Travel, in a statement. "The agency's presentation was beyond any that we have seen in recent years, and it appeared to anticipate our needs better than any of the other agencies that came forward."
Spending is expected to approach $1 million (U.S. dollars) during the first quarter of 2008.
Drive's client roster includes Houlihan's Restaurants and Anheuser-Busch.