Ottawa businesses are hoping the television series "Heated Rivalry" will bring increased visibility and hype to the city [1].
The interest from local entrepreneurs stems from the potential for a tourism and economic boost. If the show successfully spotlights the region, businesses expect a surge in visitors and public interest in Ottawa's local scene [2].
While the city anticipates these benefits, the production of season two [1] is taking place in Toronto and Montreal [1]. This geographic gap means Ottawa is not a primary filming hub for the current production cycle, yet the city remains tied to the narrative of the series [2].
Local business owners see the show as a vehicle for publicity. They believe that the narrative focus of the series can translate into real-world foot traffic for storefronts, and services within the capital [2].
Reporter Judy Trinh said the business owners are optimistic as they look to leverage the series' popularity [1]. The goal is to ensure that the "Heated Rivalry" brand helps position Ottawa as a destination for fans of the show [2].
This effort to capitalize on the production reflects a broader strategy to use media properties to enhance city branding. By aligning themselves with the hype surrounding the series, Ottawa businesses aim to capture a wider audience than traditional local marketing allows [2].
“Ottawa businesses are hoping the television series "Heated Rivalry" will bring increased visibility and hype to the city.”
This situation illustrates the 'halo effect' of media productions, where cities associated with a story's plot or setting seek economic gains even when the actual production occurs elsewhere. By leveraging the brand of 'Heated Rivalry,' Ottawa is attempting to convert cultural interest into economic activity, regardless of where the cameras are rolling.
