Tourisme Montreal’s J’ai change (I’ve changed) campaign has earned a 2018 Award of Excellence in Tourism from the Alliance de l’industrie touristique du Quebec. The award, which was presented at a recent gala attended by tourism industry leaders, recognizes the industry’s brightest minds and most creative solutions.
“The J’ai change campaign was developed through close collaboration between talented advertising and public relations professionals. On behalf of the whole team, I would like to acknowledge the work of our partners, lg2 and Touche! By combining their team’s’ skills and ours, we came up with an ad concept that achieved a snowball effect here in Quebec,” said Yves Lalumière, President and CEO of Tourisme Montreal.
The same campaign was highlighted in October, when Tourisme Montreal took home the 2018 Explore Canada Industry Award of Excellence presented by Destination Canada. Every year, this award celebrates stellar content creation from travel media and the tourism industry that inspires travellers to explore Canada.
Industry award judge, John Wiltshire, President and CEO of the Canadian Marketing Association, was impressed by the integrated marketing approach taken by Tourisme Montreal that included both paid and earned media approaches. “The intensive PR approach, the sheer number of media outlets engaged and the use of various assets throughout the campaign was very impressive,” said Wiltshire. “Their creative approach was appropriately provocative and will likely lead to positive brand attribution for some time into the future.”1
The campaign also won two silver awards in the Creative Catalyst and Niche Strategy categories at the Strategy Awards held in Toronto. Developed under the guidance of senior marketing executives, the Strategy Awards recognize the best marketing and advertising strategy work being done in Canada.
Having launched a multitude of new attractions, Montreal set its sights on winning back the affection of Quebecers living outside the city. Following last year’s successful 375th anniversary celebrations, Tourisme Montreal expected that hotel occupancy might fall in winter 2018. This is what prompted the organization to release the J’ai change campaign, which has led to a positive repetitional gains for Montreal. Using a humble and romantic tone, the campaign struck a chord with local media across the province.
