TICO’s New Digital Campaign Encourages Booking With Registered Agencies

Anna Kroupina, Open Jaw

Beware the asterisk!

The Travel Industry Council of Ontario’s (TICO) new Consumer Awareness campaign is in full swing and informing consumers about the benefits of Ontario’s regulated travel industry. 

The campaign, which launched in DEC, uses the digital realm to engage the public through YouTube videos, social media posts and banner ads on various websites targeting specific demographics. Video ads are also being aired in the Toronto PATH system and at Dundas Square. 

“TICO chose to focus on the digital space for this campaign because the internet is a high-traffic area for researching travel destinations and finding information,” says Richard Smart, President and CEO for TICO. “More and more consumers are researching trips and vacations online.

The intent is to make sure that all travellers understand that they must book with a TICO-registered travel agency or website in order to benefit from Ontario’s strict consumer protection laws should something affect their travel plans. 

In the ads, a human-sized blue Asterisk makes an appearance to send the message that TICO-registered travel agencies and websites can provide the necessary details needed for travelling… without pesky asterisks, fine-print and hidden clauses bringing unpleasant surprises on a trip.

Travel agencies and websites registered with TICO are asked to make sure that the TICO logo or registration number is prominently displayed on their website, social media accounts and marketing materials, as this is the information consumers will be looking for to make sure that they are booking with a TICO-registered travel agency or website.

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