How “Heated Rivalry” Became a Marketing Blockbuster for Ottawa Tourism

When Evelyn Ashworth, website content writer at Ottawa Tourism, took her friend’s advice and watched an episode of “Heated Rivalry,” lightning struck. She, like many Ottawans, felt that Shane Hollander, one of the show’s protagonists, represented the best parts of the capital city.

“Hollander is humble yet ambitious, with a distinct sense of humor that’s often misunderstood,” Ashworth says.

Other members of the DMO also quickly identified with the character and the show. Their love for the series (streaming in the U.S. on HBO Max), which is centered around hockey rivals involved in an LGBTQ romance, has become a passion project for Ottawa Tourism that’s caught fire.

In under two weeks, Ottawa Tourism gained nearly 23,000 new followers across its channels, according to Andy Akangah, the DMO’s marketing manager. Engagement on Threads alone approached 100,000 interactions, and the organization surpassed 1 million views.

While it may take some time to see the full score from the “Heated Rivalry” magic, there’s already a sense it was something special for the DMO. People are sharing their travel plans, posting dates, and even tagging Ottawa Tourism in screenshots of their accommodation bookings, says Akangah. For more concrete findings, business development will be tracking potential increases in attraction visits and hotel demand.

“The series has the potential to create one of the most visible and culturally resonant moments Ottawa has ever had in global pop culture,” says Akangah. “It’s clear that fan engagement is translating into travel intent.”

Here, we share how the DMO is scoring big with the social phenomenon.

1. Talking With, and Not at, the Show’s Fans

“Heated Rivalry” is the result of primarily organic success. Those familiar with the book series were the first followers, but the audience kept growing. The Ottawa Tourism marketing staff were caught up in the wave, too.

Catchphrases (“we’re coming to the cottage”), memes, and GIFs were already circulating widely. In many ways, the DMO’s social media team was able to post as if it were their own personal accounts. It’s a model all tourism organizations can learn from, says Akangah.

“Rather than speaking to fans, we spoke with them, as equals, and as fans ourselves,” Ashworth says. “By entering the conversation speaking the same language from the start, we were able to participate authentically while setting an example for how a destination brand can engage meaningfully with a passionate fan base.”

"Heated Rivalry" has struck a chord for balancing sports and romance. Photo credit: HBO MAX

2. Striking the Right Tone

A large credit for the DMO bonding with the show’s fans is the tone of its posts. The playful nods and attention to details proved it is in the jokes and storylines, adding authenticity when speaking to a crowd that would know better.

More important, Ottawa Tourism is known for being a little irreverent with its messaging. So, when it veers into comedic territory, the content remains on-brand, notes Akangah. “Ottawa has long partnered with high-energy, dynamic creators who showcase the city through their own niche, lived experience, and audience lens,” he says. “This moment simply allowed the brand to bring that same energy through its own point of view, leaning into voice, writing, and a bit of cheekiness in real time.”

3. Reaching Audiences Where They Are

Before this winter, Threads had become an afterthought for the DMO due to its limited adoption by the general public. Yet it’s where many “Heated Rivalry” fans gather digitally.

When the team logged back into the platform, it discovered there was an audience of roughly 20,000 followers. They began responding directly to Threads mentioning the connection between Ottawa and the show. A connection was born.

“Instead of answering questions indirectly through posts, we chose to respond directly with links when available, allowing users to click-through immediately,” says Ashworth. “That clarity and immediacy felt more genuine to audiences, and the response reflected that.”

4. Subtlety Helps

Among the factors why Ottawa Tourism has netted so many fans during the experience is that it didn’t get in its own way. Rather than screaming about a connection to a hit show, the DMO rode the wave. For instance, its first “official” marketing step in its “Heated Rivalry” campaign was updating its Instagram bio to include “birthplace of Shane Hollander.” “The goal was to test the waters and create a quiet ‘if you know, you know,’ moment,” says Akangah.

You’d have to be really paying attention to catch the act and that was the point. The deeply invested consumers who catch a small act are often the ones most likely to remain attached to a brand that shares its passions.

5. Sharing Values

Today’s audiences, particularly younger generations, tend to gravitate toward brands sharing their same core beliefs. Hockey, of course, is always going to be part of Canadian culture. But “Heated Rivalry” goes deeper with its romantic angle. The appeal goes beyond the LGBTQ audience, notes Ashworth.

“Allies are equally invested in knowing that a destination is inclusive, welcoming, and values representation,” Ashworth says.

"Heated Rivalry" has been a social media champion for Ottawa Tourism. Photo Credit Sabrina Lantos/HBO MAX.

6. Teamwork Counts

The DMO took a wise approach by leaning into one of sport’s truisms that teamwork leads to success. As the campaign snowballed, the organization dedicated a whole Teams chat to “Heated Rivalry.” This allowed colleagues not typically involved in marketing efforts to contribute, a rare treat in the DMO world.

Says Akangah: “You can’t execute something like this at scale with a single social media manager. It truly takes teamwork. This model offers a lesson for other destination marketing organizations by equipping social media managers and marketing teams to lean into their expertise, follow the wave, and avoid unnecessary red tape that can create phenomenal opportunities.”

Photos courtesy of HBO MAX.