Larter goes to the Dogs
In a complete brand make-over, Larter gives TICO a new voice to
talk to consumers.
In a new advertising campaign for the Travel Industry Council of Ontario (TICO), an adorable Border Terrier is seen stealing the show as part of a total re-branding effort to boost consumer awareness.
The Travel Industry Council of Ontario is the travel watchdog, managing consumer complaints and the industry compensation fund.
The campaign features Tico the dog and runs later this year with TV ads on prime time television. It also includes a major web banner ad initiative and TTC street car wrap.
| TV Spots running on Primetime television | Coverage from Global TV at the campaign Launch |
The entire re-branding campaign is focused on getting consumers to
go to the new tico.ca web site where they can find out more information
on how the Travel Industry Council of Ontario looks out for their best
interests when they travel.
“We really wanted to reach out to
consumers to let them know we’re here to help,” says Michael Pepper CEO
and President of the Travel Industry Council of Ontario. “Our job is to
help protect and educate Ontario consumers while also overseeing the
registered travel agencies,” he adds.
“The dog, Tico, is where
the campaign starts. He brings the message to life in a fun,
approachable way,” says Marilyn Karamaritis, Associate Creative
Director at Larter. “We needed something consumers could connect to in
an instant. Something that was both memorable and gets them interested
in the bigger message.”
TICO Logo redesigned to include the url
The comprehensive campaign stars a border terrier seen in several different travel situations across all touch points for the campaign. The campaign, creative by Larter, includes two completely wrapped streetcars in downtown Toronto, TV spots on prime time, a web site created by Silverback Media, web banner ads and collateral materials. Larter also manages aspects of the public relations effort for TICO.
Single streetcar wrapped with the TICO message
Website created by Silverback Media.
Public Relations Launch
Larter also manages the public relations effort for TICO.
Larter agency folks, the dog and client, TICO
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Brian Larter, President & CEO
email. bwlarter@larter.ca
tele. 905-727-6978 ext. 222
Rob Worling, Creative Director
email. rworling@larter.ca
tele. 905-727-6978 ext. 239
Chris Pope, Senior Account Director
email. cpope@larter.ca
tele. 905-727-6978 ext. 236
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