Montréal, 21 April 2009 – Tourisme Montréal once again innovates this spring with a shift to 100% Web-based advertising to reach leisure markets and ensure enhanced influence for Montréal in travel and tourism circles. Indeed, the promotional organization which inaugurated the new Tourisme Montréal website in May 2008 recently launched an entirely Web-based promotional offensive designed to respond to changing consumer consumption trends.

Gradually introduced in recent years, the shift to Web-based advertising by our promotional organization has proven tremendously successful when one looks at results obtained to date in terms of campaign performance and increased website traffic.

The threefold aim of this new campaign, developed in cooperation with the advertising agencies Sid Lee and Cossette Media, is to enhance Montréal’s notoriety as an urban destination ideal for short-term getaways, to persuade consumers to visit Montréal by showcasing our Sweet Deal (3^rd night at half price), and to assist potential visitors in planning their Montréal vacation. The Web-based format enables Tourisme Montréal to achieve each of these three goals through banners present on travel and lifestyle sites, and a Web 2.0 strategy dubbed ‘Get the local buzz from Montréal Insiders’. The latter features five Montréal insiders whose mission it is to portray their individual passions for arts and culture, epicurean life, gay life, nightlife and girls’ getaways. This campaign is aimed specifically at leisure markets in Ontario and the United States.

“Given challenging economic conditions worldwide, we, like many other organizations, have had to revisit our budget and cut back on various expenses, including those relating to print campaigns,” stated Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal. “However, our repositioning is also rooted in changing consumer trends. Indeed, travellers today are increasingly inclined to select their future travel destination on the Web as they are able to preview what they are likely to encounter upon arrival. By relying on the latest technology and shifting to 100% Web-based advertising, Tourisme Montréal can, as opposed to more traditional style advertising, accurately assess campaign impact with target audiences and maximize investments in this regard,” Mr Lapointe went on to explain.

This new approach is designed to support the strategy instituted in recent years by our promotional organization, a strategy which targets all points of contact on the Web while remaining true to ourselves, presenting target audiences with a wealth of content tailored specifically to their interests, and providing browsers with Montréal travel experience through a tangible experience intended to set Montréal apart from rivals.

The rethinking of the Tourisme Montréal website in May 2008 and implementation in 2005 of a tool designed to provide for an exhaustive watch of all Web-based information relating to Montréal together bode well for the success of the current campaign.

In December 2008, the Tourisme Montréal website won the 2008 Boomerang Grand Prize in the interactive marketing category, as well as the Grand Prize in the promotional site category. Then on 8 April 2009, Tourisme Montréal was awarded the Créa Grand Prize in the promotional website category. Créa is a contest which endeavours to underscore and promote excellence in advertising creation in Québec.

Quotes from our five Insiders

Arts and Culture: Daviel Lazure Vieira
“A mix of many cultures: a strong French heritage, Anglo-Saxon roots, and influences from everywhere. We are proud of our Latin character, but very open to the world. Montréal is an experimental city. Nothing is set in stone here, everything is in constant flux. Plus, art is accessible here, it is not overwhelmed by large institutions.”
http://www.tourisme-montreal.org/Blogs/Arts-And-Culture

Epicurean Life: Katerine Rollet
“Eating well at reasonable prices, anywhere in town. In Montréal, good food is really accessible, and the quality of our local produce is outstanding! We have the great French cooking heritage, but we have put a laid-back spin on it. Plus it’s about knowing that even at -30ºC, you can step out to your favourite local bistro and it will be full of people. That just makes you forget all about the weather.”
http://www.tourisme-montreal.org/Blogs/Epicurean-Life

Gay Life: Daniel Baylis
“It means ‘in style’. There is a certain romanticism about this city which is not found anywhere else. A crossroads between European and American influences. It is so easy to be who you want to be here, whether you are straight, gay or somewhere in between. We enjoy a general climate of acceptance.”
http://www.tourisme-montreal.org/Blogs/Gay-Life

Nightlife: Brendan Murphy
“It is one of the best cities in the world for music. I am a social person and that is great because Montrealers love to go out and have fun. The city is relaxed, but there is a lot going on. Montréal is a big city which behaves like a small town, or maybe it’s the reverse!”
http://www.tourisme-montreal.org/Blogs/Nightlife

Girls’ Getaway: Tamy Emma Pepin
“It is the people who make Montréal what it is. The experience here is all about the welcome, the diversity, the mix of cultures. Montréal is a warm city, but never overwhelming.”
http://www.tourisme-montreal.org/Blogs/Girls-Getaway