In the wake of the success of QuébecOriginal’s 2016 Blind Love campaign, which mobilized the industry and positioned Québec as a notable destination within the target market, the brand was expected to once again make an impression as it competed against the greatest destinations in the world. Deployed primarily in the United States, France, Ontario and China, the 2017 digital campaign “A Room with Many Views” aimed to once again spark interest in Québec and contribute to an increase in border entries.

Québec’s tourism offering is so rich and diverse that it allows people to experience a different Québec every day. It is the tremendous variety that distinguishes the province as a destination that served as the inspiration for the campaign “A Room with Many Views,” a room that
offers its occupants a spectacular new view every morning.

The centerpiece of the campaign was a social documentary film starring Glennis LaRoe and Kip Geddes, an American tourist couple who agreed to visit Québec by becoming protagonists in a unique adventure. Transported in a mobile room to the four corners of the province, the couple never knew what their next destination would be or what would be waiting for them when they awoke. The room’s itinerary was determined according to search trends and online behaviour of potential visitors to Québec.

From PR to digital banners and content integration, the campaign’s content was determined by data mining and search engine results analysis. “A Room with Many Views” included a retargeting strategy of audiences according to their interests. It offered a guided interactive experience, featuring a series of 360 videos that highlighted the most spectacular views in Québec and invited potential travellers to pick and share their favourites in preparation for their next trip.

The campaign contributed to a 10.1% increase in border entries (more than double the Canadian average and more than double the next best province). A total of 68.6 million people were exposed to the campaign’s content. According to Google, there was an increase in interest in the destination of +535% in the US, +83.9% in France and +27.5% in Ontario. Video views were 20.3 million, which was +496% over the objective and +53% compared to previous year’s campaign). It also garnered 2.26 million visits to the destination website (+64% vs. 2016). The average time spent on the destination website was 8 min. 46 sec. (+58 sec. vs. 2016). “A Room with Many Views” garnered local and international coverage in major media outlets, including: Adweek, Adnews, Ads of the World, Strategy Online, Huffington Post Québec, Creapills, Little Black Book, Le Journal de Montréal and La Presse.