In Fall 2021, months into a global pandemic, the world of sport and recreation suffered greatly, and Ontarians needed to be reminded of the centrality of physical activity and community to overall wellbeing. That’s the mission of Ontario Sport Network (OSN), formally known as Sport4Ontario. OSN set out to shift the perception of sport in Ontario, encourage more Ontarians of all backgrounds get back into sport and recreation, and increase participation through a full rebrand and invigorating marketing campaign.
Ontario Sports Network
Helping create a new champion of sport in Ontario.
Background
Challenge
Raise awareness of OSN’s efforts, ultimately shifting the perception of sport across Ontario.
Approach
As part of a fully integrated marketing campaign entitled This is Your Sport, A&C worked to spark meaningful conversation around the barriers that hinder the participation of people across the province through a local media relations campaign and Ontario-wide social media campaign. We leveraged Ontario Sport Network-owned data, partnered with notable athletes and non-athletes, and spotlighted stories and programs of OSN partner organizations to highlight the importance of accessible recreation and sport.
Result
Impressions
A&C exceeded expectations, securing opportunities beyond our initial local targets. The campaign earned coverage in top tier, national, and local outlets such as the Toronto Star, CTV Your Morning National, Marilyn Dennis Show, Sports Illustrated, Ottawa Citizen and more. We far surpassed our KPIs by earning a total of 18,172,792 combined media and social impressions.
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