"Discover Together" will run from 3 November to mid-December and will target those who plan to visit friends and family abroad by spotlighting British and German expats living in Ontario as spokespeople for the destination.
The campaign will roll out across digital and social platforms that will direct consumers to a new market-specific website, which includes details of bookable tour operator packages.
Debra Mansillo, vice president of industry relations and international marketing at Destination Ontario, hopes the campaign will "increase awareness" of the province and lead to bookings for its trade partners.
