Case Study: Ontario’s Highlands Tourism Organization

Ontario Highlands' Social Media Campaign Heats Up During Winter


instagram marketing case studyOntario Highlands Tourist Organization (OHTO) is a regional tourism organization created by the Government of Ontario to encourage tourism within the province. When OHTO sought out the help of Search Engine People (SEP), they found themselves looking for ways to increase their social media following within a demographic of young, educated millennials that regularly utilize social platforms.

Capitalizing on the natural beauty of the geographic region they represent, OHTO hoped to significantly increase theirInstagram followers, leading to more overall social likes on similar platforms like Facebook.


To boost their social media following OHTO chose Search Engine People to develop and execute the perfect strategy. A three month social plan was settled on, using the hashtag #WinterWander to capture a new audience and track engagement. Utilizing a well thought-out social calendar, daily promoted posts were placed on both Instagram and Facebook to catch the eyes of new potential followers.


SEP monitored the overall success in terms of new followers, likes, impressions on paid media, and following the #WinterWander to view others interaction with OHTO.

While working with SEP, their Instagram following increased 168%, and Facebook page likes increased 18% overall, beating their 3 month goal by 41%. Paid impressions through both desktop and mobile viewership also exceeded expectations with over 8 million views, more than doubling their original objective.

Ontario Highlands Tourist Organization continues to thrive on social media, with their 3 month social media blitz setting them up for future social successes.

Ontarios Highlands Tourism Organization has worked with Search Engine People on various projects ranging from Search Engine Optimization to strategy development around Social Media and Digital Media. On all projects, the team members at SEP have been professional and an honour to work with. They take the time to fully understand our strategy and expectations of a project and continuously work to meet and/or except our outlined KPIs. In addition, the staff are always there for discussion on strategy and to provide recommendations for the best direction to reach all project expectations.

Julie Mulligan
Marketing Manager
Ontario's Highlands Tourism Organization

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