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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 businesses now, when they need us the most.”
The new campaign will launch on TV, radio, digital and social media starting mid-December and run until mid-January 2021. Advertisements will focus on the close-knit relationship between local businesses and the communities they serve.
The announcement does not include print media such as area community newspapers, which include the River Town Times in Amherstburg and the Southpoint Sun in Leamington.
“COVID-19 has resulted in a ‘triple threat’ of health, economic and social crises in Ontario,” said Minister MacLeod in the press release. “This campaign is a wonderful reminder for all of us that Ontario offers the world in one province, and that world begins just outside our door. By exploring our communities safely - whether it’s going to a local event or ordering takeout or delivery - we are not only providing much-needed support to our local businesses, we are helping to protect Ontario’s economic and social recovery.”
“Local community businesses are the heart of what makes a destination special,” said Lisa LaVecchia, President and CEO, Destination Ontario. “We recognize these businesses need Ontarians’ support right now to ensure the charm and wonderful experiences of these communities are there to welcome visitors back long after the pandemic.”
In an e-mail sent from Ontario Community Newspaper Association executive director Caroline Medwell to the Ministry of Heritage, Sport, Tourism and Culture Industries, she points out the exclusion of the community newspaper industry.
“I am writing on behalf of the Ontario Community Newspapers Association, representing over 220 community newspapers in Ontario, to say that we are absolutely devastated and appalled by the government’s recent decision to exclude community newspapers from the new ‘shop local’ advertising campaign,” Medwell stated.
Local MPPs have been contacted, said Medwell, adding “since community newspapers are read by about 71% of Ontario’s adult population and cover over 90% of Ontario’s ridings, we will have a loud voice.”
“We are the most local of all local business. We live, breath and serve our local communities. We deliver effective advertising campaigns, including proof of performance reports, same week tear sheets, centralized trafficking and invoicing. Yet you continue to exclude us from your media buy,” Medwell stated in her e-mail to the ministry.
“I imagine that Google and Facebook are on your media plan, along with a broadcast network buy or two – none of which are in any way local. We have seen your television commercial – schmaltzy and emotional – and ask how much that production cost.”
