COLLABORATE
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.
ACTIVATE
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.
ELEVATE
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.
