The Challenge

In the wake of the success of the brand’s “Blind Love” campaign, which mobilized the industry and positioned Québec as a notable destination within the target market, QuébecOriginal was once again expected to make an impression that boosted interest in the destination and contributed to an increase in border entries. The international project needed to resonate throughout the United States, France and Ontario, as well as China and beyond.

The Insight

Québec’s tourism offering is so rich and diverse that it allows people to experience a different Québec every day. It is the tremendous variety that distinguishes it as a destination that served as the inspiration for the campaign “A Room with Many Views.”

The Plan

“A Room with Many Views” is a room that offers its occupants a spectacular new view every morning. The centerpiece of the campaign is a documentary film starring Glennis LaRoe and Kip Geddes, an American tourist couple who agreed to visit Québec by becoming protagonists in a unique adventure. Transported in a mobile room to the four corners of the province, the couple never knew what their next destination would be or what would be waiting for them when they awoke: the whales of the majestic St. Lawrence River, the historic Château Frontenac, the magical interactive forest of Foresta Lumina or a friendly flock of sheep.

The digital campaign, the content of which was determined by the online behaviour of international travellers, also offers a guided interactive experience. It features a series of 360 videos that highlight the attractions, culture and landscapes of Québec and invite potential travellers to pick their favourites in preparation for their next trip.

The innovative aspect of this campaign lies in the creation of content and the development of a travel itinerary based on the actual interests of the target audiences. The team achieved this by mining the most viewed content on the quebecoriginal.com site as well as through search engine results analysis.

The Results

-Campaign reach: 68 million people were exposed to the campaign’s content
-535% jump in interest from Americans for the destination (Google)
-Video views: 20 million (increase of 53% compared to the previous year’s campaign)
-49.8% increase in organic traffic on digital platforms
-2,263,263 (increase of 64%) visits to destination website
-Average of eight minutes, 46 seconds spent on destination website (increase of 58 seconds)
-Local and international coverage in major media outlets: Adweek, Adnews, Ads of the World, Strategy Online, Huffington Post Quebec, Creapills, Little Black Book, Le Journal de Montréal and La Presse.