The truth is that there isn’t one single reason to travel to Quebec. There are many. Quebec is a destination in the heart of North America, full of European charm. Every day visiting Quebec is a new adventure, from experiencing the unique language and culture, to discovering its vast landscapes. In Québec, the tourist offering is so rich and diverse that you can live a completely different experience each day. It’s precisely this great diversity that sets Quebec apart, and we wanted to capture it in the campaign.

One room, transported by helicopter, trucks and boats, opening each day in a new destination. That’s how a “Room with many Views” came to life in a 3-minute video showcasing the many things tourists can do in Quebec

The campaign’s main video helped us create a pool of audiences that we analyzed and crossed with the tourism trends specific to each country.

The short format videos were pushed via programmatic and social media to hundreds of segments matching the profiles created with by the pool of audiences from the main video. For instance, videos and banners showing Quebec’s vast gastronomy offering were pushed to segments identified as “foodies”. An automated message sequence was then triggered and these consumers were shown with other activities they were likely to enjoy (like museums). We stayed true to our core strategy: each consumer was never exposed to the same ad twice, thus being, just like Glennis and Kip, surprised by Quebec’s diversity of landscapes and attractions.

• Time spent on the website was 58% higher during the campaign

• The main campaign video received more than 21 million views, 50% more than expected. In addition to the main video, over 15 million views of related campaign content was generated through PR and native placement.

• Searches for keywords related to the destination of Quebec have risen by 535% since the campaign.

• The numbers of tourists in the province increased by 6% versus last year

We were able to completely track 1,256 visits through the app pixel of Native Touch (mobile supplier) and the reservation engine of Air Transat (travel airline and tourism company) which allow us to measure the ROAS of our media activation at 89.9$ per tourist. Thanks to this engagement approach, for the first time in tourism category, we measured the visit at destination as a prime indicator of commitment.

This campaign shows how a travel destination can learn from their impactful media activation and their website to understand what really trigger an interested traveller to book a trip somewhere. The use of data to push the right creative to the right person as well as the strategy to mimic the many views of Quebec by never pushing twice the same creative to a person, was an example of a well-connected media campaign.

The campaign’s main video ran online for two weeks, supported by display banners. Then, consumers who had interacted with our banners ads without viewing the main video until the end were retargeted.

Then, new short format videos were then created and adapted for each audience segments, in each targeted country.

All banners and short format videos led to Tourism Quebec interactive website that helped consumers plan a trip to Quebec, highlighting many of the experiences of Glennis and Kip.

Native integrations were also negotiated with key travel partners. Their reach and engaged audience significantly boosted the shares of the documentaries.

Unlike other destinations, Quebec does not have a distinctive landmark like the Taj Mahal, Empire State Building or Eiffel Tower. Nor does it have the cultural or social reputation of destinations like Amsterdam or Melbourne. Having no famous visual cue or audacious reputation makes it especially hard to distinguish Quebec from other destinations in highly competitive markets like France and the United States. Despites this situation, Quebec has an ambitious objective of increasing the numbers of travelers by 4.5% year after year for the next 3 years and leverage the consideration of Quebec as a major destination for travelers.