Destination Québec Cité renews its trust in adviso’s integrated approach

 We are proud to announce that Destination Québec Cité (DQC) has renewed its trust in adviso as the agency responsible for 360 media placements, data and intelligence, SEO, and relationship marketing. 

This mandate continues strategic work initiated over the past several years to unify multiple data sources (first-party, media, traffic, revenue, etc.) within a data lake in order to generate high-value insights for both business intelligence and marketing activation.

This data foundation also enables the development of high-performing marketing mix models (MMM). Rather than optimizing solely based on the indicators available within media platforms, the teams have consolidated all available data to build robust models capable of measuring the contribution of each lever to business performance across all channels—from traditional media to digital environments.

The groundwork is now in place to fully leverage the potential of new artificial intelligence approaches, including agentic solutions.

In DQC’s case, this unified data ecosystem and marketing modelling support an optimized budget allocation designed to maximize the impact of investments on attracting tourism to Québec City. The objective remains the same: to generate greater economic impact through marketing orchestration aligned with business priorities.

 “Following the request for proposals process, Destination Québec Cité has awarded adviso a mandate to support the evolution of our initiatives over the coming years. The mandate aligns with our intention to strengthen our media approaches, notably through integrated 360° media planning and the deployment of campaigns in key international markets across Europe, the United States, and pan-Canada. It also aims to reinforce our capabilities in innovation, business intelligence, and performance measurement, while leveraging advanced expertise in artificial intelligence, data utilization, strategic precision, and the continuous optimization of our marketing initiatives. ” 

 — Philippe Caron,  Director, Business Intelligence and Digital Innovation Division