The results are in, and they’re amazing! More than 1.5 million viewers watched the Sault Ste. Marie episode of The Amazing Race Canada earlier this month. In terms of promotional value, this represents over $1.18 million of ad coverage for the community in the Ontario market alone.
This assessment is based on figures provided by the Province of Ontario, which is why only the provincial value is included. However, given that The Amazing Race Canada airs across the country, the actual marketing benefit for Sault Ste. Marie was considerably higher.
The Amazing Race Canada promotional opportunity was generated by the Tourism Sault Ste. Marie team, who met with – and pitched the community to – the show’s producers at a 2016 media marketplace event. During the filming of the local episode, staff also helped facilitate the production, along with the sites and scenery used in the shoot.
“Generating and hosting these types of opportunities with travel media and television shows is one of the ways our team markets the community’s attractions, scenery and visitor-friendly attributes,” said Ian McMillan, Executive Director of Tourism Sault Ste. Marie. “In the case of The Amazing Race Canada episode, I thank our partners with the Ontario Tourism Marketing Corporation and Tourism Northern Ontario for their support in making it possible.”
Tourism Sault Ste. Marie is a division of the Sault Ste. Marie Economic Development Corporation. The team works to draw visitors to the community by securing and supporting major conferences and sports tournaments, selling vacation packages, marketing area attractions and festivals, developing tourism infrastructure and new products, attracting cruise ships and motor coach tours, and hosting travel media. Between 2008 and 2016, this activity generated more than 355,000 visitor days, $52.74 million in direct visitor spending, and millions more in indirect and spinoff economic activity. Online: www.sault-canada.com.