Quebec City 400th Anniversary

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

DQMPR - Roadmap

• 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