Tourisme Montreal breaks new online campaign
By Adnews Staff
Tourisme Montréal has begun an online advertising campaign intended to promote the city as a destination for short-term urban vacations. The initiative also highlights a special offer of a third night's stay at half price at participating locations, and offers trip planning information. The campaign, developed by Sid Lee and Cossette Media, is aimed at leisure markets in Ontario and the US. The effort includes ad banners on travel and lifestyle websites. The organization's website also features five Montreal residents who describe the attractions of the city in five categories: arts and culture, epicurean life, gay life, nightlife and girls' getaways. "Given challenging economic conditions worldwide, we, like many other organizations, have had to revisit our budget and cut back on various expenses, including those relating to print campaigns," said Charles Lapointe, president and CEO of Tourisme Montréal. "However, our repositioning is also rooted in changing consumer trends. Travellers today are increasingly inclined to select their future travel destination on the Web. By relying on the latest technology and shifting to 100% Web-based advertising, Tourisme Montréal can, as opposed to more traditional style advertising, accurately assess campaign impact with target audiences and maximize investments in this regard."