Jan 11 2010
Tourisme Montréal’s shift to Web-based advertising yields positive results
From NewsWire.ca:
Today Tourisme Montréal is releasing its year-end results on promotional strategies executed over the course of the year. The results are positive, in spite of the global economic crisis that affected the entire tourism industry in 2009. […]
In April 2009, Tourisme Montréal announced the start of a daring and innovative 100% web-based campaign , the goal of which was to satisfy the ever-increasingly pressing demands of the tourist market while facing the organization’s budgetary restrictions caused by a bleak economy. There were two distinct components to this campaign. The first one, which showcased the popular Sweet Deal through the placement of advertising banners on several travel sites – to count on a captive market already in the process of choosing a destination – aimed at converting visits into sales. The optimization of this media strategy, in tandem with increasingly precise consumer targeting, resulted in a 51% rise in Sweet Deal conversions. […]
The meeting and convention industry received a direct hit from the economic crisis, especially due to the major drop in travel. That’s why Tourisme Montréal specifically targeted convention planners – with ads in trade magazines – to advertise an irresistible proposal: an exclusive financial offer to large multi-hotel associations. The challenge was great, as the market in this industry is less receptive to change than the tourism market. The creative approach must then be skilfully adjusted to pique their curiosity while meeting the specific needs of professionals. The strategy put forward by Tourisme Montréal was based on a traditional vehicle: a brochure, but also on a video aimed at generating conversational capital (the viral effect), a first for this kind of market. […]
Read the full article on NewsWire.ca…
Related posts:
One Response to “Tourisme Montréal’s shift to Web-based advertising yields positive results”
Additional comments powered by BackType
Tourisme Montréal’s shift to Web-based advertising yields positive results http://bit.ly/5ReaR7
This comment was originally posted on Twitter