November 4 2021
HAMILTON, ON – Hamilton’s Tourism team has received an Innovation award at the 2021 Ontario Tourism Resiliency Awards. Tourism Hamilton received the award for its promotional campaign created for the second season release of Netflix’s Umbrella Academy, which was largely shot in Hamilton. The campaign promoted the city as both a tourism and filming destination, capitalizing on the show’s use of a Hamilton-based actor and 38 Hamilton locations.
The campaign highlighted A Perfect Day in Hamilton which was a first-person itinerary created by Umbrella Academy actor and Hamilton resident, T.J. McGibbon, who described her ‘perfect day in Hamilton’ highlighting her favourite places to eat and play in Hamilton. The campaign also featured a Film Location Map, which is an interactive mapping tool letting fans learn more about the show’s diverse shoot locations across the city.
“2020 will be remembered as a year like no other, especially for the Hamilton Tourism Industry. This award highlights the fantastic work and adaptability of the tourism division despite new and evolving obstacles. Hamilton’s tourism industry continues to provide support to our city even though the pandemic.” - Mayor Fred Eisenberger
"It is an honour to be recognized among the many hard-working tourism and hospitality peers across the province, especially for work done during a year that was challenging to so many in our industry. We share this award with all the tourism businesses in Hamilton who continue to inspire us with their creative resilience and help the city shine.” - Carrie Brooks-Joiner, Director, Tourism and Culture
- The newly named Ontario Tourism Resiliency Awards sought to recognize the achievements of tourism businesses and marketing organizations that responded to the considerable obstacles and challenges of the pandemic in meaningful ways throughout 2020.
- The Hamilton attraction Treetop Trekking was also a winner at this year’s Tourism Awards. For the second year in a row, the popular ziplining adventure park was named Ontario’s Attraction of the Year as voted by in the people’s choice category.
- The promotional campaign featured destinations that could be safely visited during a time of heightened safety during the COVID-19 pandemic.
- The awards were presented by the Tourism Industry Association of Ontario (TIAO) in partnership with Destination Ontario.