MONTREAL, Dec. 11, 2013 /CNW Telbec/ - The success and creativity of Tourisme Montréal's marketing strategies were celebrated at the 19th edition of the Boomerang Awards, during which the #MTLMOMENTS campaign took top honours in two
categories, including a Grand Prize, in the Social Media Strategy and Integrated Campaign categories respectively. The prestigious awards ceremony, which
showcased the best interactive communication initiatives in Quebec, was
held last December 5 at the TOHU with several advertising industry
members in attendance.
As such, the #MTLMOMENTS campaign came away with a Grand Prize in the Social Media Strategy category for its innovative and creative use of social media and for
the quality of interactions subsequently generated in benefit of the
brand, which, in this case, is the "Montréal" destination.
Furthermore, Tourisme Montréal was also honoured with an award in the Integrated Campaign category, which rewards on and offline strategies supported by media
buying. As such, the campaign's great innovation, interaction and
digital integration were recognized. The #MTLMOMENTS campaign is as
comprehensive as it is extensive, entailing both online and print media
buying, video, content production, presence in the field thanks to
giant frames set up in strategic locations throughout the city and a
strong social media presence.
Launched last May, the #MTLMOMENTS campaign aims to showcase spontaneous "moments"
experienced by Montrealers and tourists throughout the city. Based on
user-generated content, this initiative provided a simple and enjoyable
way for local residents, visitors and influencers to share their
favourite places or activities, subsequently creating genuine and
updated content about the destination.
"Much more than just a campaign, #MTLMOMENTS marks a turning point in
the way Tourisme Montréal presents the city to visitors. Rather than
imposing a vision of what we think they should see, we let people do
the talking and show us their Montréal. We've reached out to employees, members and Montrealers to
share their love for their city," highlights Emmanuelle Legault, Vice
President of Marketing at Tourisme Montréal. "Their good moments are
the best way to convince tourists to come visit."
As a result, several tools were also created by Tourisme Montréal,
including a good practices handbook to assist and train members on how
best to use social media. These different tools were shared with the
entire Quebec tourism industry.
Thanks to the unprecedented response and enthusiasm by users, over
30,000 #MTLMOMENTS have been shared to date (via Instagram, Facebook
and Twitter). Furthermore, visitor traffic to the adaptive website has increased by 22% and Tourisme Montréal's You Tube channel has recorded close to 2 million hits.
Creative Agency: SID LEE
Media Buying: Touché PHD
Client: Tourisme Montréal - Emmanuelle Legault, Frédérick Ranger, Louise
Collignon and Marika Laforest
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