Get the Local Buzz - Tourism Montreal

This case describes how Tourism Montréal sought to optimise its marketing on a reduced budget by adopting a purely online strategy.

Get the Local Buzz – Tourism Montreal

Agency: Sid Lee, Jimmy Lee


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


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...

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