A new tourism commercial promoting Orillia has been met with mixed — and occasionally frustrated and baffled — reactions on social media.
Released in early January, the 30-second commercial features a young, fashion forward cast dancing to electronic music — in the city’s water filtration plant — before stepping out of an ice fishing hut and onto a frozen Lake Couchiching before walking towards the city.
Shot by the city’s marketing manager, Darcy Hoover, the production includes designs by Canadian designer Kyle Gervacy, and features a number of Canadian models in its cast.
Targeted at younger adults from the Greater Toronto Area, the commercial missed the mark with many local viewers.
“Yeah … this makes no sense dude. Nowhere in this video is there anything Orillia at all,” said Ryan Klink in a social media post. “The fashion, the clothes. You tried high fashion in this deadend town?”
“It’s bright and eye-catching with beautiful imagery for sure! But, what is it telling you about Orillia?” asked Carmen Anne Fitzpatrick.
"This is for sure the most bizarre city tourism ad I've seen. It does very little to highlight the city's amazing qualities," chimed in Jennifer Middleton-Ferris.
Added Derick Lehmann: "I get the artistic aspect, but I don’t know how this will draw anyone to Orillia. Does anyone outside the city even know that is Leacock's boathouse? And since when do we have a nightclub?"
Others said the video was “ridiculous” and expressed outrage over taxpayer money being used to fund the project, though city staff stated the $12,000 commercial was funded entirely through the municipal accommodation tax, which does not impact the tax levy.
Some, however, expressed support for the project.
“I hope we can see a few more ads, maybe seasonal,” said commenter Ron Schell. “(I) look forward to seeing how much it can develop and win folks over.”
City staff say the commercial is part of Orillia’s broader efforts “to promote Orillia as a diverse and attractive destination" for tourists.
“As with our various campaigns, this particular effort for the 2024 winter season was developed with specific goals in mind,” said Michael Ladouceur, the city's director of business development, tourism, and modernization.
“Recognizing the need to appeal to younger demographics, especially from larger cities, we aimed to showcase the unique blend of urban vibrancy and welcoming community spirit our city offers,” he said. “This campaign is one of many tools we use to highlight Orillia, from our lively cultural scene to our scenic outdoor recreation opportunities.”
Ladouceur said the video opens with a “lively, energetic ambiance found in major cities” before transitioning into the outdoorsy setting and activities available in the city, with the goal of attracting “viewers accustomed to urban life.”
“The next segment of the video transports viewers to Brewery Bay and Leacock Museum, illustrating the seamless transition from urban bustle to our city's tranquil environment,” he said. “This visual metaphor highlights the proximity and easy accessibility of Orillia, emphasizing it as a convenient yet distinct alternative to traditional urban destinations.”
The decision to film in the water filtration plan was to “create a unique and unexpected representation of nightlife,” meant to resonate with younger adults.
“This creative approach allowed us to highlight the city's ability to offer unexpected and exciting experiences and serves as a metaphor for our city itself: a place where traditional expectations are surpassed, and where visitors can discover the unexpected,” Ladouceur said.
As part of the city’s Visit Orillia campaign, the commercial is one of four promotional videos created in the past five years, noting it's one of many efforts to promote the city in various mediums.
Ladouceur said a younger, GTA-based audience was targeted in this promotion to strike a chord with viewers who appreciate both urban and more rural settings alike.
"In choosing this target audience, we recognized the potential to attract visitors who value both the energy of urban life and the charm of a more intimate community setting," he said.
"Our goal is to showcase Orillia as a vibrant yet accessible destination, offering a blend of cultural, recreational, and scenic experiences."
