TORONTO (December 11, 2018) – Ontario’s travel regulator Travel Industry Council of Ontario (TICO) has enlisted tag, their Agency of Record, to develop a fully integrated campaign that enforces the importance of booking travel with a TICO-registered agency or website, to avoid travel regrets.
While some people might be familiar with TICO, the goal of the campaign is to provide Ontarians with a better understanding of why TICO exists — to protect consumer travel. By connecting with consumers on a deeper, instinctual level, tag will convey the impact of TICO’s role in protecting travellers by casting a shadow of doubt on those who don’t use a TICO-registered agency.
“Travel is sacred for Ontarians, who work hard for well-deserved vacations – the last thing anyone wants is a ruined or missed vacation,” says Danica Wolch, Director of Client Services at tag. “Our strategy to communicate the importance of booking with a TICO-registered agency is to use a visceral approach that creates emotional resonance around the gravity of lost travel; because, at the end of the day, there’s no coming back from a missed vacation.”
“As we embark on our 2018 Consumer Awareness campaign, we look forward to informing the public about the consumer protection that comes with booking travel with a TICO-registered travel agency or website,” says Richard Smart, President and CEO of TICO.
Beyond consumer protection, TICO aims to connect with travellers to pique their interest, and encourage them to become educated about TICO’s services and benefits.
The campaign launches in December, the highest travel-booking season in Ontario, and will continue through 2019. It will be supported by 15-second online video, programmatic media, a consumer-friendly landing page, social media and an assortment of digital assets.
About TICO
The Travel Industry Council of Ontario (TICO) is a self-managed, not-for-profit corporation, responsible for administration and enforcement of the Ontario Travel Industry Act, 2002 and Ontario Regulation 26/05 on behalf of the Ontario government. The legislation governs all of the approximately 2,400 travel retailers and travel wholesalers registered in Ontario. In addition, TICO administers an industry-financed Travel Compensation Fund.
About tag
tag is an award winning advertising and communications agency that has been helping brands realize their full potential since 1995. Leveraging its proprietary truthology platform, tag uncovers the most important and compelling insight (the truth) that has the power to motivate a change in behaviour. The agency is uniquely positioned and staffed with a fully integrated suite of disciplines offering expertise in advertising, communications, brand strategy, promotions, digital, social media, media, public relations and communications planning in the Franchise, B2C and B2B sectors. The agency is headquartered in Toronto, Ontario.
http://www.tagagency.ca
For further information or to coordinate an interview, please contact:
Chloe Lackman
Marketing Manager, tag
905 940 1948 x 238
chloe@tagagency.ca