Ontario mounts $38m campaign to market itself

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TORONTO -- The Ontario government is hoping to attract more international investment for the province by launching a $38m, three-year strategy called Market Ontario. The first wave of advertising will appear on CNN and U.S. business publications such as Forbes, Fortune and Business Week. The ads will also be shown on international flights with a high percentage of business travelers.

The campaign aims to get international executives to invest money in Ontario. The spots feature Ontario's premier, Mike Harris, along with the heads of a variety of multinational corporations extolling Ontario's virtues. The strategy will also include direct marketing, international public relations and strategic meetings with multinational representatives. A video developed with the help of 64 Ontario companies and organizations is also being distributed worldwide. The ad campaign was created by Axmith, McIntyre, Wicht of Toronto.

Copyright February 1997, Crain Communications Inc.

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