Destination Canada is pleased to announce Tourisme Montréal as the 2018 Explore Canada Industry Award of Excellence winner for their “J’ai changé” (I’ve changed) campaign.
Destination Canada’s annual Explore Canada Awards of Excellence celebrate stellar content creation from travel media and the tourism industry that inspires travellers to explore Canada. This year, 11 media winners were recognized for their outstanding work published in Destination Canada’s international markets and domestically. A twelfth award is given to a member of the Canadian tourism industry in recognition of excellence in media relations and storytelling.
Destination Canada is pleased to announce Tourisme Montréal as the 2018 Explore Canada Industry Award of Excellence winner for their “J’ai changé” (I’ve changed) campaign.
Hot off the heels of their 375th anniversary celebrations, Tourism Montréal came up with a unique brand campaign to keep the momentum going. “J’ai changé” capitalized on one of Tourisme Montréal’s main insights: In many regions of Québec, Montréal had a somewhat negative reputation (as a wild, crowded, traffic-jammed, not-so-safe city). With a touch of humour, romance and humility, Tourisme Montréal played with this perception and successfully turned it to their advantage with declarations about changes in the city, featuring many of the new activities and attractions developed for Montréal’s 375th anniversary.
The campaign’s results exceeded expectations. Launched across multiple media platforms, the content attracted over 4 million impressions, garnered over 1 million video views and most importantly, resulted in a 4% increase in overnight stays. Social media embraced the novel marketing approach and it soon captured the imagination of the general public. It even earned a comical video response from Québec City.
Industry award judge, John Wiltshire, President and CEO of the Canadian Marketing Association, was impressed by the integrated marketing approach taken by Tourisme Montréal that included both paid and earned media approaches. “The intensive PR approach, the sheer number of media outlets engaged and the use of various assets throughout the campaign was very impressive,” says Wiltshire. “Their creative approach was appropriately provocative and will likely lead to positive brand attribution for some time into the future.”
Tourisme Montréal was up against finalists Fogo Island Inn for its “Fogo Island Inn and Fluevog Have Made a Vow” campaign and Tourism Richmond for its “Asian Food Beckons in Canada” campaign.
Congratulations to Tourisme Montréal and award finalists – thank you for inspiring travellers to explore more of Canada!
