Driving in to Niagara-on-the-Lake? You might just see an ad on your phone reminding you to wear a mask and practice social distancing.

The Town of NOTL has launched a new advertising campaign in partnership with Bell Media, which will send targeted messaging for four weeks to residents and visitors.

The measures are in response to increased visitors as the province continues to reopen.

The messages also will appear on the phones of people who use the Rogers and Telus networks, town spokesperson Lauren Kruitbosch told The Lake Report. Total cost of the ad program is just under $4,000, she said.

“With more businesses reopening as a result of increasing recovery measures, it is more important than ever to promote the message of stay safe,” the town said in a news release.

“We’re able to hyper-target visitors in real-time through their mobile devices when they enter the town of Niagara-on-the-Lake,” stated Ashleigh Myers, a marketing executive at Bell Media Radio Niagara.

“We’ve also layered in additional messages targeting residents and local tourists about continued safety measures as we move into Stage 2,” she said, in the release.

The ads, which began June 26, will also let visitors know of washroom availability.

“While ads targeted to residents will be slightly different than ads for visitors, all ads will link to the COVID page on the town’s website, allowing users to gain additional information about Niagara-on-the-Lake’s recovery measures,” the town said.

“Our goal is to ensure everyone stays safe and continues to practice physical distancing, while also supporting local businesses and our vital tourism sector,” said Interim CAO Sheldon Randall, in the release.

“We’re pleased to see tourism returning to Niagara-on-the-Lake, but the impacts of COVID-19 remain a significant concern. With this campaign, we can target these visitors to encourage compliance with safety measures.”