MONTREAL — Tourisme Montréal is aiming to beef up tourism to the city by spending $10 million in promotions, public relations and sales initiatives in order to reach its targeted tourist volume growth by two per cent.

“In the age of social media, consumer habits are changing, and, as such, so must the role of tourism bureaus. At Tourisme Montréal, we want to be the megaphone for everyone and anyone who makes Montréal the stimulating city it is today and spread the word far and wide about what visitors experience when they are here with us,” said Charles Lapointe, president and CEO of Tourisme Montréal.

The city’s new campaign encourages tourists, potential visitors and city dwellers to share their memorable Montreal moments on social media, using the hashtag #MTLMOMENTS. These conversations will be showcased on the blog MTL Buzz, which highlights events, attractions and nightlife for visitors and recently underwent a makeover to become compatible with mobile devices and tablets.

Other strategy highlights include partnering with The New Yorker to attract Yankee bloggers to the city as well as targeting families through content placement in Canadian magazines such as Canadian Living and Coup de pouce; it has also partnered with various LGBT organizations.

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