Ontario Tourism Marketing Partnership Corporation has appointed leading travel and tourism representation firm Hills Balfour to spearhead and manage its trade relations, consumer marketing and PR strategy in the UK and Ireland, following a competitive pitch.

Larger than France and Spain combined, Ontario is a stunning region full of beautiful landscapes, vibrant cities, and fascinating culture.

The province also comprises a third of the earth’s freshwater in its 250,000 lakes, and of course is home to the awe-inspiring Niagara Falls as well as 280 national and provincial parks that are waiting to be explored.

From the historic city of Ottawa and the cosmopolitan capital of Toronto to the wilderness further afield, the wealth of tourism product is incredibly exciting and aspirational for the UK and Irish markets – no matter what the season.

Hills Balfour will be responsible for promoting Ontario’s diversity, cities, activities and culture to further increase awareness of the destination within the UK and Ireland; boosting leisure tourism.

Hills Balfour will also be tasked with positioning Ontario as an enticing and exhilarating destination for a vast range of travellers – from adventure seekers to families and cultural explorers.

In addition to increasing awareness of the destination’s offering, Hills Balfour’s proactive public relations and marketing campaigns will aim to boost visitor numbers to Ontario from the UK and Ireland.

Amanda Hills, chief executive, Hills Balfour said: “The strength of Ontario as a holiday destination is in the variety and diversity of its experiential products, as well as in the undeniable draws of Toronto, Ottawa and Niagara Falls.

“It is an absolutely stunning destination, full of superlatives, which cater for a wide range of tastes and budgets.

“We cannot wait to start showcasing all this and more to the UK and Irish media and trade, to in turn help inspire and drive travel to the destination.”

The account’s sales and marketing will be led by director Rosina Williams and account manager Ava Mehta.

The public relations activity will be handled by PR account director Amy Scott and PR account manager Freya Boucher.