With summer travel season officially in full swing, Ottawa Tourism is welcoming visitors by highlighting unexpected aspects of Ottawa’s culture and creativity. In a new campaign … read moredeveloped in partnership with Rethink, Unofficial Museums shines a light on Ottawa culture - simultaneously celebrating the city’s famous cultural institutions while highlighting hidden gems and attractions. Because in a city where everything is about culture, just about everything is a museum. The tourism organisation and creative agency worked closely to lend special museum status to 76 attractions, restaurants, bars and events across the nation’s capital. With this in mind, each location was unofficially renamed to emphasise its distinctive character. For instance, Tavern on the Falls, one of Ottawa’s best-kept secrets to relax and take in the scenery, is now the Unofficial Museum of Airplane Mode. The Rideau Canal, a local favourite for running and cycling, is now the Unofficial Museum of Scenic Cardio. And the Great Canadian Bungee is now the Unofficial Museum of Free Falling. The campaign is being rolled out across the country in multi-format video, display, social and radio, and features a complementary influencer program.
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