MONTREAL, May 14 /CNW Telbec/ - Tourisme Montréal today announced major
investments of $20 million in tourism markets outside Quebec as part of a new
integrated approach to marketing Montreal as a world class destination. This
new approach will be featured in all promotional and advertising initiatives
developed by Tourisme Montréal, which also unveiled its new cutting-edge
website. These major investments will be accompanied by massive usage of
innovative technologies as part of a daring, creative strategy centred on
Montreal's authenticity as a destination. Tourisme Montréal's objective
remains the same: to promote leisure and business tourism in Montreal.
This massive offensive by Tourisme Montréal is a response to an
especially demanding context facing the entire Canadian tourism industry.
External factors, such as gasoline prices, exchange rates, a weak US economy,
etc., as well as greater competition worldwide, have forced us back to the
drawing board. In this context, making use of the Web as a resource became an
absolute priority.
1. Major investments in innovative marketing strategies
As part of a $20 million investment in promotion in 2008, Tourisme
Montréal has opted for an integrated approach with creative contents and
cutting edge technology that awaken the senses, provoke, and elicit a
reaction.
"Tourism Montréal continues to use a visionary approach in developing new
markets, as it acquires the best tools to attract new customers," noted
Charles Lapointe, President and CEO of Tourisme Montréal. "Over the past
fifteen years, our customers have changed, and our customer approach has kept
pace with the changes." This new customer is more informed, uses the Internet
more, takes part in forums, and shares information with the virtual community.
Tourisme Montréal thus continues its strategy of diversifying
international markets, as implemented last year in Mexico, France, the United
Kingdom, and China, while maintaining our presence on our traditional markets
in Ontario and the United States. However, in 2008, the goal is to make the "à
la Montréal" experience more concrete and publicize it better through Tourisme
Montréal's new creative, technology-based approach.
By bringing the tourist experience alive, and stressing the passion and
"joie de vivre" that is the soul of Montréal, the new creative approach is
distinct from traditional advertising and place more on emotion, reaching both
tourism clientele and a business clientele. All the initiatives planned by
Tourisme Montréal are designed to raise awareness of the city and encourage
the purchase process.
2. A revamped website
In the past few years Tourisme Montréal relied more and more on the
Internet, a trend that culminated in 2008 with a major $1.5 million investment
in its brand new web platform, produced in conjunction with its technology
partners, Sid Lee and Cactus. The redesigned Web approach Tourisme Montréal is
launching today is in keeping with its 2005-2010 strategic plan and the
organization's technology plan, which extends over three years. The new
creative platform will make the tourism experience more tangible and adapt the
destination's positioning to different target clienteles.
Drawing mainly on its user-friendly, interactive approach (Web 2.0) to
influence buying decisions, the brand new Tourisme Montréal website allows web
surfers to enrich the content themselves, e.g., by commenting on information
or sharing their impressions and experiences.
"At a time when tourists are more in control and have a wider range of
destinations to choose from, Tourisme Montréal has made its case with
sincerity, authenticity, creativeness, and innovation," Charles Lapointe adds.
"Our organization is not afraid to question where it is going and reinvent
itself, because that's what it takes to keep Montréal the number one tourist
destination in Canada."
Tourisme Montréal relies upon support from a growing network of
partnerships within the tourism community for specific target markets, and
wishes to thank its longstanding partners; the City of Montréal, the Ministry
of Tourism of Québec, Canada Economic Development for Quebec Regions, the
Société des casinos du Québec, the Hotel Association of Greater Montréal, the
Montreal Convention Centre, Air Canada, VIA Rail Canada, Aéroports de
Montréal, the Canadian Tourism Commission, and all the members of Tourisme
Montréal.
To visit the website of Tourism Montréal: www.tourisme-montreal.org
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Tourisme Montréal is the organization that assumes leadership of the
collective effort to promote and position Montréal as a premier
destination for business and leisure travel as well as to create business
opportunities for its members and partners and to steer Montréal tourism
product development according to continually evolving markets.
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For further information: Pierre Bellerose, Vice President, Public
Relations, Research and Product Development, Tourisme Montréal, (514)
844-2404, bellerose.pierre@tourisme-montreal.org
