It's no surprise that Tourism Montreal has been nominated for a Webby Award. It just announced that it's shifting to a 100% Web-based advertising. According to a press release, the site hopes to
reach leisure markets in Ontario and the U.S. and ensure enhanced influence for Montréal in travel and tourism circles. The Web-based promotional offensive is designed to respond to changing consumer consumption trends.
The campaign was developed by Sid Lee and Cossette Media in association with Tourisme Montreal. It hopes to showcase Montréal's notoriety as an urban destination, to persude travellers to stay longer as part of a Sweet Deal (3rd night at half price) promotion and to help visitors plan their stay. Officials say by using the latest technology and only online advertising, Tourisme Montréal can, as opposed to more traditional style advertising,
more accurately assess campaign impact with target audiences and maximize investments in this regard.
The campaign also includes a Web 2.0 strategy dubbed, Get the Local Buzz from Montréal Insiders." Five lucky Montréal insiders will portray their individual passions for the arts and culture, epicurean life, gay life, nightlife and girls' getaways on the site.
Cossette is an international communications firm with operations in Canada, the United States and the United Kingdom. It is one of the top... [more]
I think this is just so cool! The world of advertising is changing . . .
Obviously, like anybody in the internet media business field I think this is great that budgets get shifted to internet media and we are not looked at as underdogs anymore. However, I think for tourism Montreal switching 100% to an internet advertising is a ballsy move. I just don't know who they think is their target audience. From what I know older people - empty nesters who are still physically active have money and not that many responsibilities do travel a lot. While younger people might cut down on these expenses in the light of recent recession. I am just not sure that pure 100% internet campaign will reach the target audience that would yield the most profitable results.
