Client: Tourism Montreal

Project: Brits Wanted

Channel: Outdoor, press, online and ambient

Challenge

There is a minimal awareness in the UK of Montreal. Montreal has no iconic image/building to be associated with - it’s more about lifestyle.

Strategy

Bring Montreal to Londoners. Drive people to find out more about Montreal and visit a bespoke website.

Solution

To reach potential audience when they are out and about in London. We created an integrated campaign to reach Londoners when they are taking part in activities that could fit with Montreal and what it has to offer as a destination.

Performance

Over 30,000 visitors to the unique microsite - 25% higher than targets.
20% uplift in visitors to Montreal via airline partner British Airways.
Metro brand to hand sampling generated 1,000 microsite visitors in one day.
5,000 opt-in data from competitors.
Won a Silver Award at 2007 CIMTIG Awards in ‘Integrated Campaign of the Year’ category.

Campaign Creative

(click thumbnail for creative example)

The Chartered Insitute of Marketing Travel Industry Group promotes and develops the practice of marketing in the travel industry. The awards showcase the best and the most innovative work across the sector.

Silver Award for Campaign of the Year 2007 up to £250,000
Tourism Montreal - "Brits Wanted"