Tourisme Côte-Nord hit the nail on the head and recorded exceptional results following its marketing campaigns on social distancing, then by offering Quebecers the opportunity to experience the road trip of their lives during the summer. Both ideas have been taken up by several regions.
According to Acting Director General Paul Lavoie, the surprising tourist attendance for 2020 in the context of the pandemic is largely linked to efforts to promote the region. He also greets his communication team, composed of Etienne Lalancette, Pierre-Olivier Normand and Dave Prévéreault,
The spring social distancing guide featured 15 illustrations dedicated to various locations. It has been shared over a million times on social media, with everyone planning a different vacation. He suggested keeping the distance of one beluga in Tadoussac, eight snow crabs in Baie-Comeau, three Julie Bélanger in Port-Cartier and two Gilles Vigneault in Natashquan. “An advertising campaign that didn’t cost our corporation a penny and that made people talk everywhere,” says Paul Lavoie. It has even been translated into Mandarin for the Chinese consulate, ”he recalls.
Interview and text: Tourisme Côte-Nord hits the mark in marketing
While the entire industry found itself in the midst of uncertainty, Tourisme Côte-Nord reinvented the 2020 season with three weeks notice. The whole strategy had to be reviewed to address Quebecers, whereas in general the region welcomes a good number of Americans and Europeans fond of wide open spaces. In the emergency, the creativity of the marketing team paid off big. The 2020 advertising campaign was ahead of that of other regions. In addition to being effective, it arrived at the right time to strike the imagination of Quebecers.
Another brilliant team idea, Tourisme Côte-Nord proposed a major media offensive to invite Quebecers to enjoy the beauties and charms of the region and take the road trip of their lives.
Tourism Côte-Nord’s Coup de cœur du jour photo contest first made it possible to mobilize industry ambassadors. People from here or from here, who know the most beautiful corners of the region have been invited to share them. “The Côte-Nord has a lot to offer with its wide open spaces, its beaches, its many outdoor areas and marine mammal observation sites,” said Côte-Nord Tourism director Mario Leblanc before his departure.
Various initiatives then came to support the promotional strategy, mainly focused on social media. We are talking about a media offensive and the launch of the Côte-Nord 2020 tourist guide. Tourisme Côte-Nord has spent more than $ 100,000 in media placements of all kinds as of June 23, 2020.
The initiative worked very well. All that remained was to maintain Quebecers’ interest in the Côte-Nord and keep them long enough in the vast territory. The numerous health constraints represented several challenges for the entrepreneurs and some inconveniences for the customers, understanding in the circumstances.
However, the region recorded quick results despite the late start to the season compared to previous years. Many visitors were deployed, from Tadoussac to Natashquan.
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