To launch their 2024–2025 tourist season, Ottawa Tourism mandated Rethink to redesign their signature and create a national advertising campaign. Following a brand identity overhaul a few years ago, as well as targeted initiatives across North American markets, this campaign is the most significant initiative to come out of this collaboration.
Ottawa, from Oh! to Ah!, a signature that conveys the wide range of sensations that can be experienced when exploring the variety of activities Ottawa has to offer.
“Not only does this signature highlight the uniqueness of our region’s tourism, it is unique, given that Ottawa is the only major Canadian travel destination whose pronunciation literally sounds like 'Oh to Ah'," explained Courtney Merchand, assistant director, marketing for Ottawa Tourism.
When choosing a destination, travellers seek authentic experiences. Our communications must reflect this. Sometimes underestimated, Ottawa has plenty to offer visitors with its wide range of activities and sensations.
We would like to pay tribute to Félix Renaud for his exceptional work and the wonderful person he was, and extend their most sincere condolences to his family and friends.
Credits:
Client: Ottawa Tourism
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive creative direction: Nicolas Quintal
Art direction: Patrick Seymour
Copywriting: Andrée-Anne Hallé
Adaptation: Adrian Goodfriend
Strategy: Pascal Routhier
Advisory service: Rosalie Lemelin, Éliane Chartier, Clarissa Cortez
Production: Edith Cayer, Éliane Chartier
Infographic: Frédérick Bailleul
Studio production: Claire Khan
Linguistics: Marie-Hélène Lessard, Davina Haisell
Client: Ottawa Tourism
Agency: Rethink
Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive creative direction: Nicolas Quintal
Art direction: Patrick Seymour
Copywriting: Andrée-Anne Hallé
Adaptation: Adrian Goodfriend
Strategy: Pascal Routhier
Advisory service: Rosalie Lemelin, Éliane Chartier, Clarissa Cortez
Production: Edith Cayer, Éliane Chartier
Infographic: Frédérick Bailleul
Studio production: Claire Khan
Linguistics: Marie-Hélène Lessard, Davina Haisell
Production video: Nova Film
Director: David Poulin
Produced by: Camille Perras
Production direction: Jason Rancourt
Photo direction: Benoit Jones Vallée
Project management: Stéphanie Corriveau
Editing: Louis-Philippe Gagné
Online: Thierry Roussel-Garneau – Studio Element
Colour: Eric Denis – Studio Element
Sound engineering: René-Pierre Guérin – Cult Nation
Production photo: Shoot Studio
Photographer: Félix Renaud
Photo assistants: Tommy Matteau, Francis Joyal
Clothing and accessories stylist: Catherine Perron
Makeup artist/hairstylist: Anthonia Bejide
Producer: Sarah Tanguay
Production assistant: Camila Bousquet
Media: Epitaph – Miki Patel, Tamara Iacobucci
