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Tourisme Montreal readies new marketing program

Tourisme Montréal has allocated $10 million for promotions, public relations and sales initiatives intended to draw tourists to the city in 2013. These activities will focus on the north-eastern United States, Ontario and Quebec, with the goal of increasing tourist volume by two percent. A new campaign, developed by Sid Lee and Touché PHD, will focus on unique Montreal experiences using the tagline, "#MTLMOMENTS." The effort will include a redesigned website at <>, contests, social media activities and on-site promotion at various festivals and events. In addition, Tourisme Montréal will begin a promotional partnership with commercial broadcaster Logo later this year.

Tourisme Montréal will also conduct thematic campaigns based on content integration and aimed at specific audiences. The organization will run a campaign promoting Montreal as a "city of festivals" in association with The New Yorker magazine. A food-themed campaign will run in Bon Appétit. Campaigns in Canadian Living and Coup de pouce will focus on Montreal as a destination for family travel. A new blog called Meetings à la Montréal has been launched to promote the city as a location for business travel and conventions. This campaign will also include advertising in trade publications. A social media and online video campaign called "Do your thing" is intended to promote Montreal to the LGBT community.

"In the age of social media, consumer habits are changing and as such, so must the role of tourism bureaus," said Charles Lapointe, president and CEO of Tourisme Montréal. "At Tourisme Montréal, we want to be the megaphone for everyone and anyone who makes Montreal the stimulating city it is today, and spread the word far and wide about what visitors experience when they are here with us."

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