The Engagers

Bay of Quinte Strides to Market with Tale of Discovery


The Bay of Quinte Region has embarked on a bold new strategy to further engage a growing number of people who are looking to the region as the next hot spot to live, work and play and are about to release a new 30 second spot to start to start to tell that story.

 “We are poised for growth in the region,” said Ryan Williams, the President of Bay of Quinte Tourist Council and Secretary for the Bay of Quinte Living Council. “We’re seeing an increase in the number of visitors to our 1,200 kilometres of waterfront, wineries, breweries, golf courses and other attractions, which is drawing more interest in living and working in the area.”

 Governments supported private sector businesses across a series of towns, cities and municipalities to come together under the name, Bay of Quinte Region. The area includes Belleville, Brighton, Centre Hastings, Deseronto, Madoc, Marmora, Napanee, Prince Edward County, Quinte West, Stirling-Rawdon, Tyendinaga Mohawk Territory, Tyendinaga Township and Tweed. Together, they are marketing the tourism and living benefits of the area. They have united to market the region for the coming years.

 “This commercial uses a strong narrative and visual style to tell a deeper story about the sense of place that is the Bay of Quinte,” said Jeremiah Mackenzie, Bay of Quinte Tourism’s Executive Director. “I’m sure it will draw people into a way of live they’ve been searching for that exists in only a few places – and Bay of Quinte is one of those places.”

 “We’re at the start of a very exciting time in the Bay of Quinte Region’” said Jon Van Huizen, the President of the Bay of Quinte Living Council. “The average cost of a house in the area is just over $200,000 and we have lots of waterfront and urban opportunities. Our builders are seeing an increase in demand for new units.”

 Bay of Quinte Living and Bay of Quinte Tourism put out an RFP a year ago to find an agency to write a 5-year marketing strategy and to begin delivering on it in 2015. Engagers from Toronto took the lead and partnered with Belleville web firm, Snap360, to work on the website elements.

 “We believe the Bay of Quinte sits in a unique position in the mind of its target market, – the GTA,” said Bruce Sudds from Engagers. “To the north is Muskoka and it’s difficult to access, expensive and crowded. To the west is the developed corridor along the 401 to Windsor. The Bay of Quinte is only two hours from Toronto and offers kilometres of waterfront, over 30 wineries, a growing number of breweries, opens spaces and affordable real estate.”

 “Our creative for the ad focused on telling the story of discovery of this place. Through history, waves of people have discovered the area. The area still remains somewhat undiscovered but within reach of those in the Toronto area. We tried to capture the sense of wonder and opportunity the Bay of Quinte truly offers those that explore it.”

 Engagers partnered with award winning Director Michael T Morrow to direct the 30-second spot that will go to air on CTV, the week of February 16. With 17 years experience in documentary television, music videos and commercials; Morrow brought the Engagers script to life on screen. “We had a strong creative and that’s always a great place to start. I wanted to capture the natural beauty of this place with an active camera and employ colour systems to convey a sense of growth and connection with the land.” said Morrow.

 “For the most part, our actors were local people who were really telling their own stories. The Bay of Quinte has a unique vibe, and I’d like to think we were able to communicate the spirit of this place to our audience.” Morrow worked with Picton’s Crowe Productions for the spectacular aerial photography in the commercial. The company took the helm of a drone that captured imagery of the natural beauty of the Bay of Quinte.

 The music for the commercial was composed, arranged and recorded by Juno-award winner and Grammy-nominee, Michael Hanson. “The music played honour to the Anglo and Celtic history of the area and its modern energy and opportunities for everyone,” said Hanson.

The 30-second spot will be the first of four seasonal ads that will air across Ontario. These short narratives will be amplified by online content and ads, email marketing, Toronto and local events and promotions, local radio and guides and a magazine for the area. 

You can view the commercial here: