The new approach will be featured in all promotional and advertising initiatives developed by Tourisme Montréal, which has also unveiled its new cutting-edge Web site. These major investments will be accompanied by massive usage of innovative technologies as part of a daring, creative strategy centred on Montreal’s authenticity as a destination.

Tourisme Montréal’s objective is to promote both leisure and business tourism in Montreal. The new offensive is in response to factors facing the entire Canadian tourism industry: external factors such as gasoline prices, exchange rates, a weak US economy, etc., as well as greater competition worldwide.

Charles Lapointe, president and CEO, Tourisme Montréal, says, “Over the past 15 years, our customers have changed, and our customer approach has kept pace with the changes.” This new customer is more informed, uses the Internet more, takes part in forums, and shares information with the virtual community. Making use of the Web as a resource became an absolute priority."

Tourisme Montréal is continuing its strategy of diversifying international markets, as implemented last year in Mexico, France, the United Kingdom, and China, while maintaining a presence on Montreal's traditional markets in Ontario and the U.S.. However, in 2008, the goal is to make the 'à la Montréal' experience more concrete, and to publicize it better through Tourisme Montréal’s new creative, technology-based approach.

By bringing the tourist experience alive, and stressing the passion and 'joie de vivre' that is the soul of Montréal, the new creative approach is distinct from traditional advertising, and places more on emotion. All the initiatives planned by Tourisme Montréal are designed to raise awareness of the city and encourage the purchase process.

Tourisme Montréal increased reliance on the Internet has resulted in a $1.5 million investment in its new Web platform, produced in conjunction with its technology partners, Sid Lee and Cactus. The redesigned Web approach is in keeping with its 2005-2010 strategic plan and the organization’s technology plan, which extends over three years.

The new creative platform will make the tourism experience more tangible and adapt the destination’s positioning to different target clienteles. Drawing mainly on its user-friendly, interactive approach to influence buying decisions, the new Web site at www.tourisme-montreal.org allows Web surfers to enrich the content themselves, e.g., by commenting on information or sharing their impressions and experiences.

“At a time when tourists are more in control and have a wider range of destinations to choose from, Tourisme Montréal has made its case with sincerity, authenticity, creativeness, and innovation,” says Lapointe.”

In the leisure market sector, Tourisme Montréal's target clientele travels frequently and has a much more considerable influence on its peers and in its environment than the business market clientele (meeting planners and association decision-makers).

Advertising activities target, primarily, two distinct clienteles identified by Tourisme Montréal from the U.S. (specifically, New York and Boston), Toronto, London, U.K., France and Mexico:
- The HHAUs (heterosexual, hedonistic, affluent and urban). They are young, affluent, unmarried, heterosexual, trendy, urban travellers between 25 and 39 years old whose average annual income is over $75,000. They are generally very technologically-savvy, consult travel sites and blogs, and are members of social networks.
- SKI-ERs (Spending Kids’ Inheritance) – Professional couples without children whose average annual income is over $75,000. They are between 35 and 55 years old; read travel sections in daily newspapers and magazines.

Strategy is to ensure maximum frequency in the target client’s environment: business districts, where Tourism Montréal opted to use outdoor postings and diffuse information (print and video) in office towers.

An insert has been published in four major American lifestyle magazines: GQ, Vanity Fair, Vogue and Men’s Vogue. The eight-page advertorial is part of a promotional partnership between Tourisme Montréal and Tourisme Québec in markets outside of Québec.

To change browsing into buying, once the traveller has been seduced by the destination, Tourism Montreal will maintain its presence throughout the purchasing process via research marketing, planning and reservation Web sites. Since more than 80% of American tourists plan their trips on-line, 50% of the total media budget has been allocated to these sites.

Tourisme Montréal has ensured that its communication strategy is integrated into all of its activities, including press relations abroad and sales among networks of travel specialists, marketing and hospitality.

An advertising campaign speaks to people’s emotions by featuring a traveller who, back in his native city after visiting Montréal, recalls his/her fondest memory. Tourisme Montréal not only reaches its tourist clientele, but also the business market clientele since this campaign is displayed in the heart of business districts in New York, Boston and Toronto.

The ad campaign also includes postings on elevator doors of office towers in New York, Boston and Toronto, as well as 15-second video clips on television screens in elevators. These clips, which were taken from Tourisme Montréal’s new Web site, were designed to pique the clientele’s interest in Montréal and encourage them to visit Tourisme Montréal’s Web site.

Montreal is positioned as a trendy and vibrant destination that is perfect for a short urban getaway. The primary goal of newspaper ads, along with the advertising approach, is to promote the Sweet Deal and encourage travellers to make their purchasing decision.

To lure the business traveller, Tourisme Montréal primarily addresses meeting planners in Chicago, Washington, New York, Toronto, Ottawa, London, Paris, Brussels.

To set Montréal apart from its competitors and pervasive advertising, Tourisme Montréal chose a magazine outsert (Spot the Planner). its posting tactic focused on our target client’s immediate environment: the business district.

To offset the challenges faced by the Montréal tourism industry (introduction of new passport rules for its American clientele, price of gas, etc.), Tourisme Montréal has decided to promote the city’s accessibility, wealth of infrastructures, and turnkey formula.

Partners in developing these campaigns are Sid Lee and Cossette Média.

The total budget for marketing and promotional campaigns invested by Tourisme Montréal in the different departments is allocated as follows:
Marketing and advertising campaigns -
Leisure: $7 million;
Business: $2 million;
E-marketing: $1.6 million;
Relations de presse: $750,000;
Creation & production of Web site: $1.5 million;
Business activities: $4 million;
Support to meetings & conventions: $3,150,000.

Watch teaser of new web site (large download).