VANCOUVER — Destination Canada (DC) has named Tourisme Montréal the recipient of the 2018 Explore Canada Industry Award of Excellence for its “J’ai changé” (I’ve changed) campaign.

“J’ai changé” capitalized on one of Tourisme Montréal’s main insights: In many regions of Quebec, Montreal had a somewhat negative reputation. The campaign played with this perception and successfully turned it to the organization’s advantage with declarations about changes in the city, featuring many of the new activities and attractions developed for Montreal’s 375th anniversary.

Launched across multiple media platforms, the content attracted more than four-million impressions, garnered more than one-million video views and resulted in a four-per-cent increase in overnight stays.

“The intensive PR approach, the sheer number of media outlets engaged and the use of various assets throughout the campaign was very impressive,” says award judge, John Wiltshire, president and CEO of the Canadian Marketing Association. “Their creative approach was appropriately provocative and will likely lead to positive brand attribution for some time into the future.”

DC’s annual Explore Canada Awards of Excellence celebrate stellar content creation from travel media and the tourism industry that inspires travellers to explore Canada. This year, 11 media winners were recognized for their outstanding work published in DC’s international markets and domestically. A twelfth award — the Explore Canada Industry Award — is given to a member of the Canadian tourism industry in recognition of excellence in media relations and storytelling.


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