Tag: messaging strategy

Tourism Relief Fund

The goal of the series was threefold: demonstrate the fund’s positive impact to government partners; highlight the importance of Ottawa Tourism’s destination development efforts; and promote some of the area’s new experiences to visitors.

With tourism being a people industry, it was doubly important to take a human approach. This was predicated on building a strong relationship with each business operator. First, we got to the heart of their unique vision, and any challenges they’ve experienced, to craft a compelling story. 

“Alphabet® was professional, knowledgeable, and understood our vision for the series, producing a high quality end product we’re really proud of.”

Kelly Haussler, Director, Destination Development, Ottawa Tourism

Then, we shone a light on the ambitious projects each business was able to operationalize with the TRF funding, why these projects matter, and the renewed sense of optimism they’ve inspired. A testament to Ottawa’s resilience and vibrancy.

Stanley’s Olde Maple Lane Farm

Coconut Lagoon

All videos

Minto Abbott’s Run

It started with a name.

Abbott’s Run is an ode to the first steam train to pass through Stittsville, the H.H. Abbott in 1870. This inspired the community positioning and visual identity, too, promising growth, connection, and wellness to potential homebuyers. A place that moves you forward.

To bring Abbott’s Run to life, we supported Minto on everything from the initial brand development through to street naming, land signage, web copy, and Sales Centre collateral. To strengthen the community’s identity, we shot original imagery and video in the surrounding area.

The go-to-market campaign built anticipation to generate and nurture leads. Tactics included digital and social media placements as well as radio flights, an email campaign, content creation, and out-of-home ads along major area roadways.

We worked with Minto to take a phased approach, updating our messaging and creative direction as sales dates solidified, building toward the grand opening.

Throughout it all, we made sure to communicate one of the most critical selling points: in a tight housing market, your options can feel limited.

In Abbott’s Run, there’s a perfect fit.