Tourisme Montreal begins new marketing program
Tourisme Montréal has begun a $20 million program intended to market the city as a travel destination outside of Quebec. The initiative will include promotional and advertising activities, as well as a new website. According to the organization, the program is a response to various factors that are currently facing the tourism industry, including gasoline prices, the weak US dollar and greater international competition. The new creative approach will focus on the passion and "joie de vivre" of the city. "Tourism Montréal continues to use a visionary approach in developing new markets as it acquires the best tools to attract new customers," said Charles Lapointe, president and CEO of the organization. "Over the past fifteen years, our customers have changed, and our customer approach has kept pace with the changes."