Mont Tremblant / Continental Flight Launch Case Study

The Goal:

Promote the Mont-Tremblant, Canada ski resort and leverage the new direct Continental flight between Newark, NJ and Tremblant.

DQMPR Roadmap/Strategy:

  • Targeted strategic print, broadcast and  online outlets in the NYC area, and commence a proactive outreach, highlighting the unique skiing experience of Mont Tremblant.

  • Invited local media on a Press Trip to visit Mont Tremblant.

  • Organized press conference and flight inauguration ceremony at Newark Airport.

  • Ran a 4 week advertising campaign with AM New York and promoted a Free trip to Mont Tremblant.

Results:

  • Obtained press coverage (New York Times and New York Daily News), TV coverage on NY1 and Fox 5 and articles within Sherman Travel and Continental's in-flight magazine.

  • Got 10 members of the press to visit Mont Tremblant which generated 20 articles across various media outlets (including Travel Agent Magazine, Pittsburgh Post-Gazette, the Atlanta Constitution, Talent-In-Motion, and About.com).