Get the Local Buzz – Tourism Montreal

Agency: Sid Lee, Jimmy Lee

Section I – BASIC INFORMATION

Business Results Period (Consecutive Months): May 2009 – Aug 2009

Start of Advertising/Communication Effort: April 2009

Base Period as a Benchmark: Previous Year

Geographic Area Covered: US (NYC, Boston, California), Canada (Toronto)

Annual Budget Range: $2 – 3 million

EXECUTIVE SUMMARY:

In the tumultuous economic climate of 2009, with increased competition and a decrease in travel bookings, we had to optimise the marketing efforts of Tourism Montréal. The main objectives were to increase the notoriety of Montréal as a destination for a short urban stay and to guarantee a continuous year-round presence by increasing conversions.

To do this, we invested 100% in the web, creating a 2.0 campaign that aimed to help potential travellers experience the city in an authentic way. The key idea—based on the insight that no one wants to be a tourist nowadays—was to invite consumers to discover the city through the locals who live there.