Dastardly COVID-19 put a cork in Ontario Tourism. But after a year it was time to get Ontarians excited about travelling our own province again. FCB and Ontario Tourism were looking for a big idea to span across all media that would remind us what an amazing place we live in. Get out and see it again.

Fellow freelancer Erin Edwards and I realized that the main way we travel our province is by car. Road trips. So we wanted an idea that focused on them, giving small towns the opportunity to shine. And we wanted an idea that would gather momentum throughout the summer, culminating with a big get-together. 

Who travels this province a lot? Musicians. 

Our idea: ON Tour. Four buses of famous Ontario musicians travel the province, playing towns and sharing their favourite places. Follow them on social media and daily videos and come out to see them.

The whole thing was to end with the buses meeting up for a huge concert in one town.

Of course, Covid had other plans for us in 2021.