Case study · Destination campaign
Eight falls of turning colour into visits.
Since 2018 we’ve run Fall Routes for RTO8 and Kawarthas Northumberland: an annual campaign that puts the region on Ontario’s fall map and sends travellers straight to local businesses.
Client
RTO8 (Kawarthas Northumberland)
Campaign
Fall Routes, every August to November since 2018
Services
Photo & video, web content, paid social & search, print, reporting
Channels
FallRoutes.ca, Meta, Google Ads, Globe and Mail, Ontario By Bike
The need
Fall is short, and every destination wants it.
Every autumn, Ontario destinations compete for the same few weeks of colour. RTO8 wanted Kawarthas Northumberland known as one of the province’s top fall destinations, and wanted that attention to turn into real visits to the region’s farms, trails, marinas and main streets.
Our approach
One campaign home, rebuilt every season.
FallRoutes.ca is the hub. Each season we build out routes and stories for the ways people actually spend a fall weekend here: scenic drives, hiking, paddling, fishing, boating the Trent-Severn, farm visits, corn mazes and pumpkin patches. Every page points visitors to the local businesses that make the trip.
We shoot fresh photo and video across the region, then put it to work in Meta and Google campaigns from mid-August, alongside print in the Globe and Mail and Ontario By Bike.
After each season we report back on what worked and carry it into the next. In 2025 that meant leaning into agritourism, which became the most-visited campaign content on the site.
Results · Eight seasons, 2018 to 2025
1.19M
website sessions on FallRoutes.ca
157K+
referrals sent directly to partner businesses
3.5×
more visitors in 2024 than in the first year
4.5M
Meta ad impressions across 2024 and 2025
Season by season
FallRoutes.ca sessions, August to November.
Traffic tripled between the first season and the record 2024 campaign. In 2025, sessions came down from that peak, while page views hit a new high as visitors explored more of the site.
86K
2018
77K
2019
96K
2020
75K
2021
166K
2022
219K
2023
257K
2024
211K
2025
Source: FallRoutes.ca website analytics, campaign reports 2018–2025. Partner referrals are clicks from FallRoutes.ca through to local business websites.
Watch · Kawarthas Northumberland
Fall in Kawarthas Northumberland
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