Montréal tourism to grow by 2% in 2013
MONTREAL, May 28, 2013 /CNW Telbec/ - With the summer tourist season
just around the corner, Tourisme Montréal revealed its promotional strategies to draw even more
visitors to the city in 2013. In total, funding of over $10 million
will be allocated to promotion, public relations and sales initiatives
in order to drive an ambitious tourist volume growth target of 2%. For
the most part, these efforts will target the North-Eastern United
States, Ontario and Québec markets.
Tourisme Montréal predicts that 8.5 million tourists will stay in
Montréal in 2013, which will represent a 2% increase over last year.
Tourist expenditures are projected to reach $2.5 million in 2013, an
increase of 4.7% from 2012. Tourism in two particularly profitable
sectors, namely conventions and cruises, which are expected to grow by
To support this growth, the organization will focus on broadcasting
unique Montréal experiences. Developed by Montréal agencies Sid Lee and Touché PHD, Tourisme Montréal's new campaign employs the new hashtag #MTLMOMENTS
to highlight original and authentic city "moments" experienced by
tourists and Montrealers alike. This campaign aims to enhance the
city's reputation as a prime travel destination by amplifying
experiences as well as initiating conversations with potential visitors
even before they have arrived.
"In the age of social media, consumer habits are changing and as such,
so must the role of tourism bureaus. At Tourisme Montréal, we want to
be the megaphone for everyone and anyone who makes Montréal the
stimulating city it is today, and spread the word far and wide about
what visitors experience when they are here with us," underlined the
Honourable Charles Lapointe, President and Chief Executive Officer of
The main showcase of these "moments", the bilingual blog Vivez MTL / MTL Buzz, recently underwent a makeover; the experiential platform can now be
personalized according to traveller needs and interests and is entirely
compatible with mobile devices and tablets. With over 80,000 hits each
month, the newly redesigned site aims to attract visitors to choose
Montréal as their travel destination.
Contests, social media initiatives and on-site activation at festivals
and events are scheduled to occur in the coming months. It goes without
saying that visitors and residents are invited to share their
#MTLmoments on Twitter, Facebook and Instagram, and ultimately become a
To support these different strategies, Tourisme Montréal will launch
thematic campaigns based on content integration, rather than
traditional advertising strategy, in target markets:
Montréal, city of festivals
Given its numerous events and artistic happenings, Montréal is
world-renowned as a city of culture and creativity. To highlight this
attribute, Tourisme Montréal has joined forces with the highly regarded
American publication, The New Yorker. As such, New York bloggers will visit Montréal, an experience that
they will consequently share with over a million readers on various
On-site activation and contests are also planned during major events
such as Osheaga, the Festival International de Jazz de Montréal,
Zoofest, the Francofolies, Igloofest and others.
Since 2011, Tourisme Montréal has worked ardently to position the city
as a world-class gastronomic destination. After the launch of TASTE MTL, Montréal's first-ever Restaurant Week, Tourisme Montréal will now
focus on content in the popular gourmet magazine and blog, Bon Appétit.
This strategy continues last year's award-winning partnership with National Geographic Traveler.
Family travel destination
A travel destination of choice for families with its many museums and
attractions, Montréal will appear in both Canadian Living (Canada) and Coup de pouce (Québec) magazines. Tourisme Montréal recently hosted a tour for
bloggers and journalists to enjoy a unique Montréal family experience.
This initiative was paired with a contest targeting families.
Business tourism and conventions
Ranked first in North America for the number of meetings organized in
2012 by international associations1, Montréal needed to develop a platform that characterized its esteemed
reputation in the convention tourism industry. As a result, an all-new
blog, Meetings à la Montréal was designed especially for local and international event planners.
Focussing on the realities and issues surrounding meeting and
convention planning in Montréal, the blog serves as a discussion
platform for industry professionals.
Various trade publications are also used to reach out to meeting
organizers and ensure that Montréal will remain top-of-mind when it
comes to choosing a host city for their next convention. Tourisme
Montréal also launched a major social media strategy to target industry
influencers, event organizers and delegates.
To promote Montréal as an LGBT destination par excellence, Tourisme Montréal called upon the most influential members of the
community. With the "Do your thing" initiative, local and international
stars in the gay community share their vision of Montréal through what
they do best. Social media and short videos are consequently maximized
for the ultimate objective of enticing the public to choose Montréal as
Tourisme Montréal also established a major partnership with the large
commercial broadcaster, Logo. This creative initiative will begin in
2013, with full launch planned for 2014.
All campaigns are supported by the presence of field representatives in
numerous countries and by hosting international travel agents/tour
operators and media. In 2012, Tourisme Montréal welcomed over
650 journalists from around the world.
Tourisme Montréal thanks its partners
The 2013 campaigns would not have been possible without the invaluable
contribution of many partners, including the City of Montréal, the
Ministère des Affaires municipales, des Régions et de l'Occupation du
territoire (MAMROT), the Ministère de la Culture et des Communications,
Tourisme Québec, Economic Development Canada, the Canadian Tourism
Commission (CTC), Aéroports de Montréal, Air Canada, the Olympic Park,
the Port de Montréal, the SDC du Vieux-Montréal, the Société du Palais
des congrès de Montréal, the Société des casinos du Québec, VIA Rail
Canada, hotels, attractions and festivals. Tourisme Montréal would like
to highlight and congratulate their efforts in making Montréal one of
the most dynamic destinations in North America.
About Tourisme Montréal
Tourisme Montréal is responsible for providing leadership in the
concerted efforts of hospitality and promotion in order to position the
"Montréal" destination on leisure and business travel markets. It is
also responsible for developing Montréal's tourism product in
accordance with the ever-changing conditions of the market. For more
information, please visit www.tourisme-montreal.org.
SOURCE: Tourisme Montréal
For further information:
Manager - Corporate Public Relations