The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
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Wednesday, June 21 • 10:30 - 11:15
Gamification in Destination Campaigns | Ludification des campagnes de promotion des destinations

In June 2016, the Ontario Tourism Marketing Partnership (OTMPC) launched its summer campaign as a game with a 10-day teaser phase asking Ontarians to visit WhereAmI.com to guess "Where Am I in the world?" At reveal day, consumers were then directed to OntarioTravel.net to see "Where Am I in Ontario?" This phase lasted 2 days and was followed by a sustain phase for 17 days. The campaign achieved 4.9 million video views in the 29-day period across multiple digital and social channels with total impressions of 38.6 million, far exceeding expectations. The game generated 28,000 guess entries during the intrigue phase with 1.9 million video views during the 2-day reveal phase, exceeding the goal by 146%. Currently being tested in the United States, campaign results and insights gained will be shared with the audience at the TTRA 2017 conference.


En juin 2016, la Société du Partenariat Ontarien de Marketing Touristique (SPOMT) a lancé sa campagne estivale sous la forme d’un jeu en plusieurs phases. La phase 1, étalée sur 10 jours, demandait aux Ontariens de visiter le site WhereAmI.com pour deviner «Where Am I in the world?» (Où suis-je dans le monde ?). À la fin de cette période, la phase 2 de la campagne débutait et dirigeait les consommateurs vers OntarioTravel.net pour voir «Where Am I in Ontario?» (Où suis-je en Ontario ?). Cette phase a duré 2 jours et a été suivie d’une troisième phase, d’une durée de 17 jours. La campagne dans son ensemble a généré 4,9 millions de visionnements sur les différentes plateformes, avec un impact total de 38,6 millions d’impressions, dépassant largement les attentes. Le jeu a généré 28 000 participations pendant la phase initiale et 1.9 millions de visionnements pendant la seconde phase ce qui dépassait le but fixé par 146%. Le jeu est présentement testé aux États-Unis et les résultats de la campagne seront partagés lors de la conférence à #ttra2017.

avatar for Lisa Lavecchia

Lisa Lavecchia

President and CEO, Ontario Tourism Marketing Partnership Corporation
Lisa LaVecchia is the President and CEO of the Ontario Tourism Marketing Partnership (OTMPC), where she is inspired to elevate Ontario as a preferred four-season, tourist destination in a globally competitive tourism market. Her passion and forward-thinking approach to integrated... Read More →

avatar for DK Shifflet

DK Shifflet


Wednesday June 21, 2017 10:30 - 11:15 EDT