Taking Care of Business: Supporting Tourism in Kingston with Corporate Travel
Tourism Kingston: Business Events Campaign
In 2022, as Kingston's leisure tourism began to rebound post-pandemic, the focus shifted to revitalizing corporate travel. Tourism Kingston recognized the importance of this sector to partners, the local economy, and destination growth. And it knew tourism wouldn’t fully recover until this sector was back to pre-pandemic levels. So, with support from Kingston Accommodation Partners, Alphabet® was tasked to provide a marketing solution to help business travel rebound.
From the initial launch to the campaign’s evolution in 2024. From creative concept to strategy, execution to measurement and refinement. This is how we helped Tourism Kingston stimulate business travel in the Limestone City.
Client
Tourism Kingston
Sector
Tourism
Services
copywriting
Creative Execution
graphic design
Marketing strategy
media strategy
video production
Web Design + Development
Reconnect in Kingston
Phase 1 of the campaign emphasized the value of in-person meetings amidst virtual fatigue and the need for genuine connection. Research showed fully remote events lacked impact, affecting businesses’ culture and creativity.
Messaging played off these pain points, urging small-to-medium businesses (SMBs) to reconnect in real life. To go from online to real time, muted mics to live nights, and from emails to shared meals.
“Alphabet® really gets tourism in Kingston. The business events campaign was big-picture and creative. But it was also strategic and easy to execute.”
Ted Robinson, Business Events Specialist, Tourism Kingston
The power of small
By 2024, the benefits of in-person events were clear. But budgets for business event planners remained flat, so more economical meetings were being prioritized. Research also uncovered sustainability as an important factor of the decision-making process—not just environmentally but culturally and economically, as well. To align the campaign, its creative concept and messaging needed to evolve.
In phase 2, we focused on Kingston’s advantage over larger destinations—its size. The ability to see more, do more, and taste more while in the city. How an accessible, walkable, and forward-thinking destination was budget friendly, travel friendly, and culture friendly. And how it all connects to sustainability.
Playing matchmaker with market and media
The campaign launched when large-scale events were limited, budgets were cut, and virtual meetings were the default. But SMBs were forecasted to return to in-person events. Specifically, small gatherings in less expensive and less urbanized cities. Kingston’s size, intimate venues, and location between Montréal, Ottawa, and Toronto made it an attractive destination. The city’s future conference centre and wealth of tourism offerings added to its appeal.
To keep Kingston top of mind, the campaign was amplified by a targeted media plan, speaking directly to event planners and CEOs through business-specific channels and content partnerships. Traffic was funneled to a landing page, where the advantages of hosting in Kingston were highlighted alongside an experience guide and trip inspiration.
Kingston’s Business Events Specialist, Ted Robinson, was central to the landing page, reinforcing the value of human connection. The call to action made it clear Ted was responsible for helping plan and book a business’s event in Kingston.
“Sustainable tourism is a priority but it’s about more than ‘green-ness’. Alphabet® gets that and thinks long-term. That’s why the business events campaign was impactful.”
Ted Robinson, Business Events Specialist, Tourism Kingston