Wednesday, December 23, 2020
Southpoint Sun - 3A
Shop Local campaign should include community newspapers ONTARIO — The Ontario government states encouraging people to “show your love for local” by exploring new and creative ways to reconnect with the unique small businesses and places that make the province’s communities special. However, the program is not geared towards various media outlets including community newspapers. The province issued a press release last Wednesday noting that “Destination Ontario,” an agency of the Ministry of Heritage, Sport, Tourism and Culture Industries, has launched a new “Support Local” campaign. The province states the campaign is designed to “instill a sense of pride of place and encourage people to safely be a tourist in their own communities.” According to Lisa MacLeod, Minister of Heritage, Sport, Tourism and Culture Industries, it recognizes the importance of supporting Ontario’s entrepreneurs during this very difficult period. “COVID-19 has been a challenge for many local businesses that make up the fabric of our communities - we’ve all seen the anxiety in their eyes when we visit our favourite restaurant or artisan shop. We need local, as much as local needs us,” said Minister MacLeod. “That’s why this new marketing campaign is so important - it reminds us that there is an incredible community right outside our doorstep that we can safely explore and reconnect with. Clearly,
we need to support our locally owned support right now to ensure the charm clude community newspapers from the businesses now, when they need us the and wonderful experiences of these new ‘shop local’ advertising campaign,” communities are there to welcome visi- Medwell stated. most.” Local MPPs have been contacted, said The new campaign will launch on TV, tors back long after the pandemic.” In an e-mail sent from Ontario Com- Medwell, adding “since community radio, digital and social media starting munity News- newspapers are read by about 71% of mid-December and run until paper Associa- Ontario’s adult population and cover mid-January 2021. Adver“We are the most tion executive over 90% of Ontario’s ridings, we will tisements will focus on the director Caro- have a loud voice.” close-knit relationship belocal of all local line Medwell to “We are the most local of all local tween local businesses and business. the Ministry of business. We live, breath and serve our the communities they serve. We live, breath and Heritage, Sport, local communities. We deliver effective The announcement does Tourism and advertising campaigns, including proof not include print media such serve our local Culture Indus- of performance reports, same week tear as area community newspacommunities.” tries, she points sheets, centralized trafficking and inpers, which include the Riv— Caroline Medwell, out the exclusion voicing. Yet you continue to exclude us er Town Times in Amherstof the commu- from your media buy,” Medwell stated burg and the Southpoint Sun OCNA nity newspaper in her e-mail to the ministry. “I imagine in Leamington. industry. “COVID-19 has resulted that Google and Facebook are on your “I am writing on behalf of the Ontario media plan, along with a broadcast netin a ‘triple threat’ of health, economic and social crises in Ontario,” said Min- Community Newspapers Association, work buy or two – none of which are ister MacLeod in the press release. “This representing over 220 community news- in any way local. We have seen your campaign is a wonderful reminder for papers in Ontario, to say that we are television commercial – schmaltzy and all of us that Ontario offers the world absolutely devastated and appalled by emotional – and ask how much that proin one province, and that world begins the government’s recent decision to ex- duction cost.” just outside our door. By exploring our Since 1996 DEL communities safely - whether it’s going OOM AVAILIVERY ING RPEN N I A D B O LE to a local event or ordering takeout or NOW delivery - we are not only providing much-needed support to our local busiTUESDAYS WEDNESDAYS THURSDAY nesses, we are helping to protect OntarRAY 1/2 Rack of io’s economic and social recovery.” “Local community businesses are the heart of what makes a destination spe1 LB cial,” said Lisa LaVecchia, President and ONLINE ORDERS at raysribhouse.com CEO, Destination Ontario. “We recog17 Robson Rd. TAKE OUT ONLY 519-322-5940 nize these businesses need Ontarians’ Mon-Sat. 2-8 pm
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