Our objective was to validate our marketing relaunch activities in the summer of 2021 and our intention to try a new approach. Adviso proactively suggested a causal impact study of our media placements for which we needed to answer a few questions and that enabled us to optimize our upcoming activities! By combining our expertise and data, we accelerated our efficiency management and will be going with a full data strategy from Adviso for our next implementation!
Destination Québec cité (DQC) selected Adviso for the planning, management and optimization of a major campaign. Tourism in the Quebec City region, as well as around the world, was hit hard by the COVID-19 pandemic. Major tourism centres therefore turned towards local tourism to sustain themselves financially. Given Canada’s vast terrain, local tourists were faced with an embarrassment of riches when it came to vacation destinations.
Adviso developed and orchestrated a 360 media strategy with the goal of reaching a maximum number of Quebec and Ontario residents, during a time when receptivity towards travelling within Canada was at its height, based around inciting a desire to travel to the Quebec City region. The idea was for the region to come to mind spontaneously as a destination when it came time to book hotel and restaurant reservations.
The strategy involved exposing the largest number of people possible to the campaign through a variety of different video formats broadcast on TV, connected TV, social media and local media sites for the general public, such as Radio-Canada and sites owned by Québecor and Bell Media, as well as those belonging to Postmedia and Torstar. The people targeted by the video campaign were then exposed to long-form content highlighting the various tourist attractions in the Quebec City region, organized by theme such as restaurant venues on Tastet, family activities on Urbania and Noovo Moi and more niche activities on Narcity and Urbania.
On social networks, engaged users were then retargeted with messages encouraging them to book their stay and offering a discount or special offer.
All digital key performance indicators were surpassed several weeks before the end of the campaign (reach, video views, visits to the website and outbound links to DQC partners). But to answer the deeper question asked by all marketers, “Is media really responsible for the success of a campaign?” we decided to push our analysis even further and measure the actual effect of the campaign on business results in the region.
The research and development team at Adviso and DQC worked together on a causal study methodology that aimed to cross-reference several data sources (media clicks, impressions, outbound links, hotel occupancy in the area) to verify whether media was truly responsible for the high hotel occupancy rates in the region. This study had quite positive results. All signs pointed to media’s major impact on occupancy at local hotels.