Case study

Montreal International

+800%
in UK traffic to MI web properties
2 x
more leads
2
meetings booked with directors of London companies, directly related 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

The fierce competition of the American northeast corridor
Cultural barriers between Montreal and London mean that the English don’t naturally consider Montreal to be a city with strong potential for expansion
The low maturity of the targeted territory (Greater Montreal and Montréal International being relatively unknown)
An extremely long conversion cycle makes it difficult to measure results
Limited financial and human resources

Strategies deployed by Adviso

Surgical targeting and monitoring of media placements (programmatic, SEM, and LinkedIn banners) within the context of a small budget awareness campaign required to maximize the impact of every dollar spent, and reach only the intended audience
Themes were defined based on an analysis of the target audience’s search intentions, and economic and empirical data, in order to respond to the queries of a highly solicited audience
High value content, strategically conceived to stimulate engagement, social sharing, and organic visibility in search
The use of influential intermediaries, and the engagement of local influencers to increase reach and credibility

Services deployed at Adviso


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