Montréal, April 28, 2009 ─ Tourisme Montréal today unveiled the strategies to be deployed to counter the impact of the world economic crisis which has hit Montréal's tourism industry hard. Relying largely on the Web, the organization seeks to explore new markets, target clients less impacted by the economic slowdown and seek out the assistance of influential community players to spur tourism in Montréal.
“The year 2009 will be one of challenges for Tourisme Montréal. Whereas the majority of observers point to a decline in tourism industry revenues, Tourisme Montréal aims, despite the current juncture and ever fiercer competition from rival cities, to redouble efforts to attract tourists to Montréal,” stated Charles Lapointe, President and Chief Executive Officer of Tourisme Montréal. “Doing more with less while differentiating ourselves from our ever more competitive rivals, such is the essence of the challenge which lies ahead for Tourisme Montréal,” Mr Lapointe went on to add.
In 2009, according to Tourisme Montréal projections, the number of tourists staying in the city for 24 hours or more should total 6.89 million visitors, representing a decrease of 1.6% compared with 2008. Tourist expenditures should nonetheless remain stable at $2.12 billion.
Leisure market
Aimed at markets in North America, France, the United Kingdom and Mexico, Tourisme Montréal’s 2009 leisure campaign will target HHAUs (hedonistic, heterosexual, affluent urbanites) and gay travellers. “Our efforts will focus on sectors of the population less impacted by current economic instability as we enhance our presence in ever more diversified markets. In 2009, in cooperation with our partners at Tourisme Québec, we will be making our voice heard more clearly in markets in France and Mexico. Tourisme Montréal will also devote particular attention to the gay community and will be exploring the California market in greater depth,” underscored Mr Lapointe. Tourisme Montréal’s 2009 leisure campaign boasts a three-point goal: increase Montréal’s notoriety as a destination of choice for short urban getaways, spur consumers to come to Montréal by showcasing the Sweet Deal (which features a third night at half price), and help potential tourists plan their trips.
After having launched an all new website in 2008 and extensively monitoring all manner of Web-related information about Montréal since 2005, Tourisme Montréal is pursuing efforts in 2009 with a major shift to Web-based advertising. Dictated by the changing buying habits of consumers the majority of whom now rely largely on the Web to do their travel shopping, this shift has led to the launch of a 100% Web-based campaign for markets in North America.
The campaign is centred around five blogs, one on each of arts and culture, epicurean life, nightlife in Montréal, gay life and girls’ getaways. Hosted on the Tourisme Montréal website and maintained by individuals with a passion for Montréal, these blogs feature original columns on destination life and attractions designed to enable thousands of Web browsers to tap into Montréalers’ passion for their city. Browsers can also use the site to share their impressions with others. In 2009, a transaction facility will be added to the Tourisme Montréal website to facilitate the purchase of the appealing travel packages advertised by Tourisme Montréal and partners.
Business market
As a result of concerted action by the sales team of Tourisme Montréal, Palais des Congrès de Montréal and hotel partners, a significant number of conventions will be held in Montréal in 2009. In this regard, Tourisme Montréal intends to implement a number of measures designed to enhance convention attendance. Action includes a competitive financial incentive program, microsites, personalized communications, and attractive pre- and post-convention hotel offers. A $1.4 million business campaign replete with an important direct marketing thrust will be deployed in markets in North America and abroad. “The strategy behind Tourisme Montréal’s business campaign is to target the right people and then deliver the right message at the right time,” Mr Lapointe went on to say.
In 2009, Tourisme Montréal also plans to move ahead with a program dubbed The Domino Effect the object of which is to entice key individuals in various sectors of economic endeavour to use their influence to have conventions organized Montréal. Support for the program has proven decidedly enthusiastic to date and Tourisme Montréal is intent upon pursuing efforts in this regard. “Involving the community in spurring the recovery of the tourism industry is essential to the mission of Tourisme Montréal. In a context marked by the emergence of new destinations, some with colossal means, the support of all community players has become an absolute necessity,” concluded Mr Lapointe.
The Tourisme Montréal campaigns for 2009 would not be possible without the contribution of numerous partners which include the City of Montréal, Ministry of Municipal Affairs, Regions and Land Occupancy (Québec), Ministry of Culture, Communications and Status of Women (Québec), Ministry of Tourism (Québec), Economic Development Canada, Canadian Tourism Commission (CCT), Aéroports de Montréal, Air Canada, Greater Montréal Hotel Association, British Airways, hoteliers, Palais des Congrès de Montréal, Société des Casinos du Québec and Via Rail Canada. Tourisme Montréal wishes to thank each of them for the efforts devoted to making Montréal one of the most highly prized destinations in North America.
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Source:
Pierre Bellerose
Vice President
Public Relations, Product Research and Development
Tourisme Montréal
(514) 844-2404
For more information (press release, fact sheets and videos) :
http://press.tourisme-montreal.org
Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the destination on leisure and business travel markets. It is also responsible for developing Montréal's tourism product in accordance with the ever-changing conditions of the market.
