Tourisme Montréal invests over $10 million in promotion to stimulate tourism growth

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 9%.

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 Tourisme Montréal.

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 destination ambassador.

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 platforms.

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.

LGBT campaign
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 their destination.

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


1 2012 ranking of the International Congress and Convention Association (ICCA).

SOURCE: Tourisme Montréal

For further information:

Alexandra Graveline
Manager - Corporate Public Relations
Tourisme Montréal
514 844-3558


Jetez un coup d’œil sur nos forfaits personnalisés ou créez le vôtre selon vos besoins de communication particuliers.

Commencez dès aujourd'hui .


Remplissez un formulaire d'adhésion à CNW ou communiquez avec nous au 1-877-269-7890.


Demandez plus d'informations sur les produits et services de CNW ou communiquez avec nous au 1‑877-269-7890.