Ford government starts 'Support Local' marketing campaign

Destination Ontario, an agency of the Ontario Ministry of Heritage, Sport, Tourism, and Culture Industries, is launching a new "Support Local" initiative, according to a press release issued on Wednesday.

"Support Local" is a marketing campaign designed to instill a sense of pride of place and encourage people to safely be a tourist in their own communities.

Minister of Heritage, Sport, Tourism, and Culture Industries Lisa MacLeod said in the press release "Support Local" will highlight the importance of helping Ontario’s entrepreneurs during lockdown measures.

"COVID-19 has been a challenge for many local businesses that make up the fabric of our communities - we've all seen the anxiety in their eyes when we visit our favourite restaurant or artisan shop," said MacLeod in the press release. "We need local, as much as local needs us.  That's why this new marketing campaign is so important - it reminds us that there is an incredible community right outside our doorstep that we can safely explore and reconnect with."

This campaign will launch on television, radio, online, and social media starting in mid-December. It will run until mid-January. Advertisements will focus on the close-knit relationship between local businesses and the communities they serve.

MacLeod said COVID-19 has resulted in a triple threat of health, economic, and social crises in Ontario. This campaign reminds people Ontario offers the world in one province, and the world begins outside of their doors. Exploring communities safely allows people to provide much-needed support to local businesses, and it ensures Ontario’s economic and social recovery.

Lisa LaVecchia, the president of Destination Ontario, said in the press release local businesses need people’s support.

"Local community businesses are the heart of what makes a destination special," said LaVecchia. "We recognize these businesses need Ontarians' support right now to ensure the charm and wonderful experiences of these communities are there to welcome visitors back long after the pandemic."

A survey done by Destination Canada suggested 69 percent of Ontarians feel safe when thinking about travelling to local communities.

The Ontario government invested $4.4 million to support the long-term sustainability of Ontario’s tourism industry through the Reconnect Festival and Event Program and the Tourism Economic Development Recovery Fund. This funding will help to deliver innovative, safe experiences and support tourism operators as they cope with the impacts of COVID-19.