ELORA – Maybe you check out the Weather Network to see about the weather.
But if you tuned in on Feb. 10 between 6 and 9am, you’d have been treated to glimpses of Elora and the fun activities available in and around the village in the heart of winter.
And if you watch Breakfast Television this Friday, you just might see some more.
“You can’t overstate the value of having these broadcasts come and produce in town,” said Deb Dalziel, tourism and destination coordinator for Centre Wellington.
“The uptick we get from these live broadcasts is quite exceptional.”
Dalziel said she was approached in December by the Weather Network and Destination Ontario (an arm of the Ministry of Tourism), who were working on a project together to highlight ways to embrace winter in southern Ontario.
They chose several locales, Elora among them.
Dalziel started looking for business partners who wanted to be part of the showcase.
But with Omicron taking off and more public health restrictions, the project was on again, off again several times before the final word was the project was off.
“I had just sent a message to the local partners to let them know and 72 hours later it was on again,” Dalziel said. “Then we had three days to get it together.”
Hosts Jordyn Read of the Weather Network and Kevin Forget of Destination Ontario came to Elora on Feb. 9 and 10 to see what the village has to offer in winter.
They visited Blown Away Glass, where Read made a stemless wine glass; climbed an icy cliff with One Axe Pursuits; did some outdoor cooking with the chef at the Elora Mill; and checked out the unique B&B accommodation at Inner Joy Getaway in Inverhaugh.
Forget and Read speak outside the Elora Mill. Submitted photo
They also visited the Wellington County Museum and Archives to try out that fantastic tobogganing hill.
The segments were filmed on Feb. 9 and then the business owners were interviewed live on Feb. 10 with footage from the day before in the background.
“It was lovely,” Dalziel said. “Everyone had a chance to show their property and spend time with the Weather Network and then do the live segment. And guess what, there are lots of free and affordable things to do in Centre Wellington.”
Between the live piece and repeat presentation, the segment was played 24 times.
Dalziel said between the Weather Network’s Toronto, Ontario and national feeds, the piece reached 8.1 million viewers and would have cost at least $44,000 if it was paid advertising.
And because he had such a good time in Elora and had the footage in the can, Forget said he’s going to use the footage for a spot he’s doing on Breakfast Television on Friday.
As the host community, the township is picking up the tab for food and accommodation for the crew and some other incidental expenses. But that is split with Destination Ontario and the township’s share amounts to about $600, Dalziel said.
“It’s costly to buy that kind of programming,” she said. “So, for us to get on two national channels – well, this has been a great opportunity.”
