Tourism Gaspésie wanted to generate awareness and position itself as the best Winter destination in the Province of Quebec. They needed to find ways to intercept audiences at key decision-making times and create excitement as a unique travel destination. The partnership with MétéoMédia was a natural fit.
Coupled with high-impact, lifestyle placements, custom content from our weather expert explained why Gaspésie receives the best snow. We also used Weather Triggering to tell Quebecers when snow was coming to Gaspésie, a promise for a ton of after-storm fun! To increase impact, we launched our first-ever, full-week Instagram domination. The stories highlighted the beauty of the travel destination in real time. In addition, viewers could enter a contest for a chance to win a Gaspésie Winter gateway.
The high-impact formats exceeded benchmarks with click-through rates of 0.38% on desktop and 1.6% on mobile. The weather-triggering component resulted in a CTR that got higher when the temperatures dropped. The social components drove awareness, with 2x more engagement than our average sponsored posts. The initial triumph sparked a dynamic campaign that continues to flourish. The arrival of the first snowfall of the year was the catalyst for a city-wide takeover, delivering a staggering 7 million impressions in one fell swoop. Problem solved.