CASE STUDY

Montreal International

+800 ^%

UK traffic to MI web properties

2 x

More leads

Meetings obtained with business leaders in London directly linked to the campaign

FIND OUT HOW WE DID IT

The campaign was a resounding success! It drove 7 times more UK traffic to our site and generated conversations between our sales specialists and the directors of qualified British companies. These results are all the more significant because Montreal isn’t traditionally considered a “natural” fit for English investors.

Louis Arseneault

Vice-president - Talent Attraction, Promotion & Communication

PROMOTING ECONOMIC GROWTH IN GREATER MONTREAL TO A NICHE AUDIENCE

The mandate of Montréal International (MI) is to attract international organizations, direct investments, and international strategic workers to the city, as well as to promote the economic value of Greater Montreal. The London UK/TIC digital campaign (a low budget two-month campaign) aimed to promote Greater Montreal as an attractive city to establish in among a niche and highly solicited audience, namely the influencers and decision-makers of London TIC companies with strong potential for establishing in or expanding to Montreal. To accomplish this, Adviso and MI collaborated on developing a strategy that was innovative on every level, from planning, to creation (led by MI), to content distribution, to the media strategy.

CHALLENGES RELATED TO THE PROJECT

Fierce competition from the American Northeast Corridor

The cultural barriers between Montreal and London mean that the English do not naturally consider the metropolis as a city with strong potential for expansion.

The low maturity of the targeted territory (Greater Montreal and Montreal International being relatively unknown)

Extremely long conversion cycle makes it difficult to measure results

Limited human and financial resources

STRATEGIES DEPLOYED BY
ADVISO

Targeting and surgical monitoring of media placements (programmatic, SEM and LinkedIn banners) as part of a low-budget awareness campaign to maximize the impact of each dollar spent by reaching only the desired audience

The definition of themes based on the analysis of research intentions and economic and empirical data on the target in order to answer questions from a very solicited public

Content with high added value for the target, strategically designed to stimulate engagement, social sharing and organic visibility on search engines

Use influencers and engage local influencers to increase reach and credibility

Services deployed at Adviso

360° Media

Content marketing

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