Marketing campaigns look on the bright side

Québec Update by Matthew Hampton

Marketing campaigns look on the bright side

Upbeat mood despite troubles in the US

Battle of the cities: Québec City is fighting to take trade back from Toronto

Internet guide: the quebec4u website offers a wealth of ideas

It is tempting to assume that the troubles affecting bookings for the US’s eastern seaboard might spill over into eastern Canada.

And while the mood among operators and tourist offices is far from upbeat, signs of cautious optimism are showing.

Destination Québec UK director Josephine Wiggall Lazarus said: “Instead of withdrawing from the market altogether, we’ve decided to be bullish about it. Memories are short. People will travel again.”

Wiggal Lazarus had a pre-World Travel Market advertising campaign planned before the attacks, and a spokeswoman confirmed it will run before the end of the year.

In the meantime, Destination Québec will continue its Jazz FM sponsorship deal.

“We haven’t needed to adapt the tone of the campaign on Jazz FM – it is very focused on Montréal and Québec City,” said Wiggall Lazarus.

The campaign also focuses on the new website, www.quebec4u.co.uk, which was launched in June to coincide with the Jazz FM sponsorship.

Augmenting the established www.bonjourquebec.com site, quebec4u has more of a UK slant, and has so far achieved 250,000 hits.

A Destination Québec spokeswoman said: “Our research has shown that people spend more than three minutes browsing, which is good for a travel site.”

She hinted the strong imagery used in the site – which depicts the provinces’ wildlife and outdoor activity product – could be picked out in the winter advertising campaign.

Winter sales are now key to the success of Québec and the rest of Canada. Last month’s attacks occurred in a traditionally slow booking period, but with the ski season around the corner, now is the time to stress the benefits of Canadian skiing and winter city breaks.

Developments for this ski season include the £11.3 million worth of improvements at Le Massif in Québec, which includes 10 new trails, a new high-speed quad chairlift and a new day lodge for guest services, capable of accommodating up to 2,500 skiers.

Québec’s flagship ski resort Tremblant – which underwent a major expansion project last year to open up the Versant Soliel face – is known for its family-friendly resorts and short flying time.

At six-and-a-half hours, it’s among the shortest for a North American ski trip. And according to Crystal product manager Jim Pickering “it’s worth going all that way to see polite French people!”

As for city breaks, Montréal and Québec City are open for business, and Travelscene’s new Cities Worldwide programme features both.

“We are pleased at the level of interest shown in both cities so far and expect to be able to capitalise on this in the coming season,” said Travelscene commercial director Paul Stanley.

“Both Montreal and Quebec City have been eclipsed, somewhat unfairly we think, by Toronto in the past and we are taking steps to redress the balance with both trade and consumer promotion.”

&#42 For a full rundown on the attractions and activities of Montréal, read our report on page 43.