Art Gallery of Ontario Wins Gold at Ontario Tourism Marketing Awards

    Ad Campaign For Andy Warhol Exhibit Gets Best Tourism Advertising Honour

    TORONTO, Oct. 4 /CNW/ - The Art Gallery of Ontario (AGO) won its second
consecutive gold award for Best Tourism Advertising at the third annual
Ontario Tourism Marketing Awards last night. The gallery received top honours
for its campaign to promote its "Andy Warhol/Supernova - Stars, Deaths and
Disasters" exhibit.
    "A shocking pink hearse was one of the humorous and creative tactics used
in the AGO's campaign - an effective way to capture the public's attention and
inspire non-GTA audiences to come to the city and experience contemporary
art," said Robin Garrett, President and CEO of The Ontario Tourism Marketing
Partnership Corporation (OTMPC), which administers the awards.
    High copyright fees made it impossible for the gallery to use images of
the artwork in the campaign, so the creative team used humour and shock to
create an immediate sense of excitement and anticipation about the exhibit.
The campaign successfully contributed to a significant increase in non-GTA
attendance, and the most significant blog presence of any AGO exhibition. The
gallery received the gold awards last year for Best Tourism Advertising and
Best Interactive Marketing.
    The winners of the third Ontario Tourism Marketing Awards were announced
during the province's two-day tourism marketing summit, held in Ottawa.
    The awards recognize marketing campaigns and news stories that
successfully promote the province as a must-see destination. Nominations were
open to all organizations or individuals in the tourism hospitality industry
operating in Ontario. The categories covered key sectors within the tourism
industry including travel trade, industry, journalism and photography. OTMPC
Chair William Duron acted as master of ceremonies during the awards
    "Time and again, the AGO delivers innovative campaigns that inspire
visitors to come and enjoy Toronto's artistic side," said Duron.
"Congratulations to the Art Gallery of Ontario for its third gold Tourism
Marketing award."

    Disponible en français

For further information:

For further information: Contacts: Amalia Kyriacou, Ontario Tourism
Marketing Partnership Corporation, (416) 314-6590, (647) 271-0532, (cell);
Gary Wheeler, Ministry of Tourism, Communications Branch, (416) 325-8391

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