The Wanderer Takes the First Step to Activate Come Wander

OHTO is excited to announce the launch of The Wanderer program, a first step to activating Come Wander to the consumer.  With the movement towards Content Marketing, the focus of The Wanderer will swing towards creating engaging content in line with the creative of the brand.


The Wanderer program features 3 unique aspects as part of its activation:


  1. Evolution of the Brand Ambassador to be The Wanderer, a person experiences and shares the unique stories of Ontario’s Highlands and communicates the essence of the brand.

  2. Launch of The Wanderer Blog ( to be an avenue for sharing unique content targeted to what it means to wander in Ontario’s Highlands.

  3. The production of the Unrehearsed Day web video series.  This series will be a 5-part story highlighting what it means to truly wander, to throw away the itinerary, step off the beaten path, and embrace every unexpected moment.


OHTO’s Carly Freeman is igniting the role of The Wanderer and as part of her journey, is exploring what it means to truly wander; to trust to find exactly what you need, when you need it. She’s bringing her knowledge of the region, along with her expertise of stepping off the beaten path with her, and as a first step, will quite literally rely on the flip of a coin to determine her destinations. She may wander into your town, or even your business –it all depends on the answer to one question: heads or tails?  Carly is sharing her story through a 5 part video series titled ‘Unrehearsed Day’, which will be posted on The Wanderer blog at


Come Wander Industry Blog


Have you visited the OHTO Come Wander Industry Blog yet?  This blog will be the main communication platform around all things related to the Come Wander brand development, including announcements of new support tools, planning news, next steps, and examples of industry adoption of the brand.  We invite you to visit theCome Wander Blog and encourage you to click the ‘Follow the Journey’ button to receive regular updates.


This update was provided by Julie Mulligan, Marketing Manager at Ontario's Highlands Tourism Organization