Tourism Windsor Essex Pelee Island (TWEPI) has launched a new campaign spotlighting regional Farmers Markets and their unique “Taste of Local”!
This project has brought together nine Farmers Markets in Windsor Essex to leverage individual market budgets available for promotion, programming, and events, which are typically very limited with narrow scope. A successful Local Food Fund application through the Ontario Ministry of Agriculture, Food and Rural Affairs (OMAFRA) has further leveraged these dollars, giving a boost of $25,000 to the existing $25,000 budget to promote the markets in 2015.
The project was necessary to increase the amount of local food that local residents were buying on a weekly basis. Through this awareness campaign, TWEPI and the recently established Windsor Essex Farmers Markets Working Group have been able to increase the exposure of the Markets locally and coordinate programming and events. ?To prevent duplication and ensure authenticity, we are offering visitors an enhanced experience at the markets with the ability to take home a ?taste of place,�? says Vice President of TWEPI, Lynnette Bain. ?This group is helping the markets work together instead of competing for the same customers and vendors.?
The enhanced marketing and promotions budget has allowed for increased reach and message for media buys across multiple platforms. Online, a microsite has been created which features more details on each farmers market. The markets were also provided branded bags, vendor t-shirts and a display rack that will reinforce the group messaging and further promote the regional collaboration. A collateral piece was developed that will encourage loyalty and repeat visits, and cross-promote other related points of interests within the area. Additional marketing opportunities have included the Windsor Essex Pelee Island Official Visitor Guide, the Lake Erie North Shore Wine Route Map and the Essex County Federation of Agriculture�s (ECFA) ?Buy Local? Map.
We think this is an awesome initiative and applaud the regional market staff for coming together! This is what developing Ontario’s local food scene is all about after all.
If you’re from the region — or looking to visit! — we encourage you to visit weheartlocal.ca!