CMTO’s Annual ‘Look Before You Book’ Campaign is Back!

Summer-Fall 2021

CMTO is excited to announce the return of our annual Look Before You Book (LBYB) campaign. The campaign is a longstanding initiative that aims to raise awareness of how CMTO protects the public.

In the early years, the LBYB campaign consisted of a 30-second radio ad that played across Ontario stations, and an advertisement that ran in Zoomer Magazine.

This year, we improved the LBYB campaign by using more digital channels to help increase the number of Ontarians who use our public register to look up reliable info about Registered Massage Therapists (RMTs/MTs), and to better track and measure the campaign’s performance.

With an eye to achieving these goals, we’re making the following enhancements to the campaign, which runs from September to the end of November:

  1. The Zoomer Magazine insert has been replaced by a series of online articles that will be emailed to Zoomer subscribers over the fall season;
  2. A new radio ad was developed for Rogers Media that will be featured on their online radio channels;
  3. Our annual radio campaign with Bell Media has been transformed into a digital campaign that will run on Bell’s television hub; and
  4. CMTO will also target younger Ontario listeners through Spotify Advertising and play the LBYB video as part of this year’s campaign.

We encourage RMTs to spread the word about our campaign to their clients and ask them to visit to learn more.

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