Tourism Montreal is Now Using 100% Web-Based Advertising

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.