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Ottawa Tourism Welcomes Summer Visitors by Opening 76 Museums in One Day

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Latest work from Rethink highlights unexpected assets of Ottawa's culture and creativity

Ottawa Tourism Welcomes Summer Visitors by Opening 76 Museums in One Day

With summer travel season officially in full swing, Ottawa Tourism is welcoming visitors by highlighting unexpected aspects of Ottawa’s culture and creativity. 

In a new campaign developed in partnership with Rethink, Unofficial Museums shines a light on Ottawa culture - simultaneously celebrating the city’s famous cultural institutions while highlighting hidden gems and attractions. Because in a city where everything is about culture, just about everything is a museum.

“Culture is all over Ottawa. The city is home to seven of Canada’s nine national museums and one-of-a-kind festivals, not to mention our new Unofficial Museums like the one and only Pizza by the Metre or the Unofficial Museum of Sleeping with the Wolves. These are the hidden gems we want visitors to discover this summer,” says Glenn Duncan, senior vice president and chief marketing officer, Ottawa Tourism. 

The tourism organisation and creative agency worked closely to lend special museum status to 76 attractions, restaurants, bars and events across the nation’s capital. With this in mind, each location was unofficially renamed to emphasise its distinctive character. For instance, Tavern on the Falls, one of Ottawa’s best-kept secrets to relax and take in the scenery, is now the Unofficial Museum of Airplane Mode. The Rideau Canal, a local favourite for running and cycling, is now the Unofficial Museum of Scenic Cardio. And the Great Canadian Bungee is now the Unofficial Museum of Free Falling.

The campaign is being rolled out across the country in multi-format video, display, social and radio, and features a complementary influencer program. 

“Anointing these 76 new museums has made us see Ottawa in a completely different light, and we hope that Canadians will feel the same way,” says Xavier Blais and Maxime Sauté, partners and creative directors at Rethink. 

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Client: Ottawa Tourism — Glenn Duncan, Megan Peckford, Courtney Merchand

Agency: Rethink

Chief Creative Officer: Aaron Starkman

Chief Strategy Officer: Sean McDonald

Executive Creative Director: Nicolas Quintal

Art Director: Maxime Sauté

Copywriter: Xavier Blais, Joshua Lessard

Designer: Janila Dargan

Writer: Julie Day-Lebel

Account Director: Alex Lefebvre, Rosalie Lemelin

Account Manager: Éliane Chartier

Strategist: Pascal Routhier

PR: Meredith Montgomery, Sara Lemmermeyer

Agency Producer: Samuel Bonneau

Studio: Cadu Rocha, Linda Dumont


Production House: Nova Film

Director: Charles Burroughs

DP: Benoît Jones-Vallée

Videographer : Kristopher Sieb

Producer: Charles Gaudreau

Production Director: Jonathan Giroux

Production Coordinator: Stéphanie Corriveau-Faucher

Production Manager: Felix Cauffopé and Jonathan Lamirande

Photographer: Samuel Billington

Editor: Jonathan Michaud

Post-Production: Studio Élément

Sound Studio: Circonflex

Sound Engineer: Pascal Desjardins

Music Supervision: Paul-Étienne Côté

Categories: Tourism, Sports and Leisure

Rethink, Wed, 06 Jul 2022 14:49:43 GMT