Québec City 400 Anniversary Case Study

The Goal:

Generate awareness of the 400th Anniversary of the founding of Quebec City and use the event to increase occupancy.

DQMPR Roadmap/Strategy:

  • Organized media events prior to the anniversary to build awareness (press conferences for editors and freelancers in NYC and Media Event in Washington DC).

  • Coordinated individual and group media visits and solicitations.

  • Developed a targeted pitch for media solicitation.

  • Hosted SATW Freelance Council in Quebec.

Results:

  • Generated features in national travel magazines and weekly newspapers (Travel & Leisure, CondeNast Traveler, National Geographic Traveler, Frommer's Budget Travel, New York Times, Atlanta Constitution, Miami Herald).

  • Generated a feature story by Associated Press which was picked up by 55 media including CNN.com.

  • Obtained TV coverage on CBS Early Show (live), Good Day New York (Fox5) and a half hour special on FOX.

  • Achieved coverage estimated at over $2 million in editorial value.

  • DQMPR was awarded the Aaron D. Cushman/SATW Travel Public Relations Gold Award for "Best Overall Campaign for a Destination (Non-CVB)."

  • HSMAI GOLD Adrian Award - Public Relations