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Nationwide publicity for the County in Roots holiday campaign

County residents will see some familiar scenes in this year’s Roots Canada annual holiday collection advertising campaign.

Prince Edward County is featured as the scenic backdrop in Roots’ annual holiday gift guide and in a series of advertisements and promotional materials.

Recognizing a unique opportunity for national and international publicity, the municipality partnered with Roots Canada to have the campaign include the County branding, and links to its visitor information site and social media accounts, a Prince Edward County travel guide on their website, plus a contest featuring a getaway to the County. It is unknown whether the partnership involves funding from either side.

The County’s Director of Community Development, Neil Carbone said statistics show that consumers shopping at Roots are predominantly young adults between 18 and 35 years of age with disposable income and an interest in enjoying the outdoors.

“Since we’re already working to attract young families to the County, to visit and live, this campaign gives us the opportunity to connect directly with that demographic,” said Carbone. “The timing is also agreeable with our marketing strategy as we push the tourism shoulder season further into the winter. With a run time from early-November to mid-December, the municipality is hopeful that the campaign will result in an increase in off-season tourism over the coming months, and generate awareness for future travel plans.”

Roots Canada’s holiday campaign in 2015 partnered with Banff & Lake Louise Tourism and reached audiences throughout Canada and the United States. The campaign included multiple platforms, including the Roots Canada website, social media content, street ads in downtown Toronto, electronic newsletters, in-store advertising nationwide and full page newspaper ads. The 44-page gift guide had a distribution of 530,000 copies across Canada and into the United States.

The County is expected to be receiving similar benefits in this year’s campaign and will be part of the company’s scratch and win holiday contest —a grand-prize trip to Prince Edward County. Last year, more than one million scratch and win cards were distributed to Roots Canada shoppers, and about 100,000 of those shoppers entered the draw to win a fully paid trip to Banff & Lake Louise.

“This is such an amazing publicity opportunity,” said Mayor Robert Quaiff. “The ability to reach over one million people with a chance to visit Prince Edward County has a huge potential. If even just 10 per cent participate in the contest or get inspired to investigate what the County has to offer, the impact will be significant.”

Filed Under: Local News

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  1. Marnie says:

    A lot of them just yell “Charge” Emily.

  2. Emily says:

    I am surprised that the target group is 18-35 year olds with disposable income. I thought this group with paying off student loans, raising a family and purchasing a home would have little to dispose of. Things must be better out there than what I thought.

  3. Gary Mooney says:

    This is a major win for economic development in the County, and for Neil Carbone and his team.

    The partnership with Roots Canada will help increase the County’s appeal to Millennials / younger families.

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