When research showed that locals and their French brethren to the east don't have the province on their radar when it comes to travel because they're already familiar with it, the Ontario Tourism Marketing Partnership Corporation (OTMPC) decided to present Ontario in a whole new light.
They presented the province in all its glory, but completely unbranded. The voiceover, juxtaposed over images of wide ranging terrain and diverse cultures posed the riddle: Where am I? To up the ante, the spot FCB Toronto left the spots unbranded for the first ten days, making sure not to include familiar landscapes or attractions. So CN tower or hockey arenas or Tim Hortons. What?
Anyway, this led to thousands of curious Canadians going to the website Where Am I where they were then given daily clues to help answer the riddle. Once the teaser phase ended, the reveal phase culminated with a Cineplex cinema take-over across Ontario on the Canada Day long-weekend. The ads were then tagged with ontariotravel.net or ontariotravel.net/decouvrir. If you go to Where Am I now, you'll find it also redirects to Travel Ontario's landing page.
The voice over in the spot is by Canadian actor Rossif Sutherland and directed Andrew Cividino with music by Ontario indie band Bruce Peninsula. And if you're curious, Where Am I? was shot at the following locations: Niagara region, Hamilton, Orangeville, Prince Edward County, Picton, Ottawa, Eganville, Muskoka, Toronto, Thunder Bay, Sault Ste. Marie, Huntsville, Lake Superior’s North Shore, Lake Superior Provincial Park, Dorion, Sleeping Giant Provincial Park, and Northwest Ontario.