Ontario Tourism makes it easy for families to plan a summer drive in Ontario



    TORONTO, April 27 /CNW/ - Ontario Tourism is helping people plan an
Ontario road trip this summer through the 2007 Great Drives Program. Designed
by the Ontario Tourism Marketing Partnership (OTMPC), the program encourages
consumers to get out of their homes and explore Ontario via nine multi-day
driving routes highlighting fun and learning.
    "An Ontario road trip is a quintessential vacation experience and summer
is the perfect time for families to take the driving vacation they've always
dreamt about," says Robin Garrett, OTMPC President and CEO. "We're here to
help by giving people the tools they need to plan the best summer drive
possible."
    Now in its second year, the program website
(www.ontariotravel.net/greatdrives) profiles such itineraries as 'Lake
Superior's North Shore,' 'Niagara to the Grand,' and 'Bytown and Beyond' - all
routes highlight a multitude of family attractions and incredible learning
experiences. Designed as Ontario's primary family trip planning resource, the
English and French language site also includes easy-to-use interactive maps,
photo albums of the sites travellers can expect to see, a calendar of
family-friendly festivals and events, and travel information centre locations.
    New for this year is an itinerary planner, with many links to key partner
sites including Ontario Parks and Parks Canada, attractions, destination
travel sites, and others. Of particular interest to families are links to
discount coupons for Ontario attractions and a contest valued at $12,000,
featuring an exciting 10-day trip for four along the Georgian Bay Coastal
Route.
    "It's so simple to pick a route and use the great interactive maps to
plan a journey," adds Garrett. "Our new itinerary planner makes it easy for
the consumer to select the sites they want to visit and then travel with their
personalized itinerary."
    Targeting women in Ontario, the program is being promoted through on-line
search engines, advertising in consumer magazines and e-newsletters. A
six-page ad will appear in the summer issues of Ontario Travel Discoveries,
Today's Parent and Canadian Living. Program information will also be included
in 1.3 million copies of the Attractions Ontario Passport (distributed through
community newspapers, Today's Parent Magazine, and travel information centres
and hotel lobby stands across Ontario). Finally, 75,000 promotional
full-colour inserts will be mailed by Ontario Parks.
    Great Drives is a partnership of OTMPC and 28 Destination Marketing
Organizations across the province including, for example, Windsor Essex Pelee
Island, Tourism Thunder Bay, Durham Tourism and Muskoka Tourism. Great Drive
partners also include Choice Hotels, Attractions Ontario, Ontario Parks,
National Car Rental, Coleman and Nikon.

    The Ontario Tourism Marketing Partnership Corporation (OTMPC) is the
premier tourism marketer for the province of Ontario. Its mandate is to
promote Ontario as a four-season tourism destination to citizens at home and
markets around the world. Established as a unique public-private partnership
by the Ontario government, OTMPC undertakes innovative marketing initiatives
in partnership with the tourism industry to attract visitors with dynamic and
diverse travel ideas.





For further information:

For further information: Luanne Taaffe, Corporate Communications,
Ontario Tourism Marketing Partnership Corporation, (416) 325-0699,
luanne.taaffe@ontario.ca


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