Two Tourisme Montréal campaigns take multiple honours at the Prix Média 2013

MONTREAL, May 6, 2013 /CNW Telbec/ - Tourisme Montréal was recognized by numerous awards during the 12th edition of the Prix Média, an annual gala that showcases Quebec's best media strategies. Tourisme Montréal's campaign, A Taste of Montréal, took three awards alone, including the highly prestigious Grand Prix Média, which is awarded to the year's best media concept. Likewise, the Rendez-vous à Montréal initiative was celebrated for its ingenious use of social media and the Web. Award winners were announced last Thursday night at the Arsenal Contemporary Art Complex with several key members of Quebec's advertising industry in attendance.

Launched in the fall of 2012, the Rendez-vous à Montréal campaign invited Montréalers to share their city with out-of-town friends via a dedicated Facebook application. This initiative, which sparked great interest in social media networks, received a Grand Prix in the Digital Media- Social Web category.

The evening's big winner, A Taste of Montréal, was crowned as the Best Media Concept of the Year, in addition to receiving awards in the Best Use of Media Mix over $250 000 and Best Use of Magazines. Comprised of several initiatives, the heart of the campaign resided on a partnership with the prestigious magazine, National Geographic Traveler. The popular monthly published a 24-page spread dedicated to Montréal gastronomy in its June 2012 edition and developed a free iPad application that highlighted the creativity of local chefs as well as the city's diverse and rich culinary offering.

"This industry recognition confirms that our strategy, which aims to share stories about our city with visitors and to entice them to experience Montréal firsthand, is working," underlines Emmanuelle Legault, Vice President of Marketing at Tourisme Montréal. "Employing a wide array of platforms and engaging in key media partnerships to launch our campaigns has proven extremely beneficial; as such, we have been able to expand the scope and reach of our promotional efforts."

Renowned as a destination where you can eat well, Montréal frequently appears in numerous culinary "top" lists. Since 2011, Tourisme Montréal has positioned the city as a world-class gastronomic destination, betting on the old adage that the way to a tourist's heart is through their stomach. In particular, the organization's strategy aims to prioritize gastronomy in its campaigns targeting the Ontario and US markets.

Furthermore, Tourisme Montréal was the instigator of Montréal's very first Restaurant Week: TASTE MTL. Held last November, this culinary event was met with great success. With the participation of over 100 local restaurants, there was a notable increase in restaurant patronage across the city in addition to widespread media coverage.

Tourisme Montréal would like to thank its two agencies, SID LEE and Touché! PHD for the incredible creativity of their teams  as well as their excellent work and extreme diligence in developing new advertising approaches focussed on offering consumers rich and varied content that accurately satisfied their needs and allowed them to enjoy a tangible experience.

An initiative by Éditions Infopresse, the Prix Média 2013 jury was presided over by Isabel Gingras, Senior Vice President and General Manager of Havas Média and Conseil des directeurs médias du Québec Executive Committee member.

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 MONTREAL

For further information:

Alexandra Graveline
Manager - Corporate Public Relations
Tourisme Montréal
514 844-3558
graveline.alexandra@tourisme-montreal.org

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