Welcoming Americans Back to Québec

Case Study: Bonjour Québec’s 2022-2023 US Campaign

Québec is a four-season destination, but given its close geographic proximity to the US, it is often overlooked by Americans. The recovery of the travel industry following the pandemic intensified this conundrum, with Americans, an important driver of the local economy, eager, willing, and finally able to travel internationally.

The campaign, from April 1, 2022 through March 31, 2023, had two primary goals: Increase awareness of the diverse experiences available to American visitors; Generate interest in Québec’s European-style travel experience that’s close to home. 

Throughout the campaign, the SiPP Communications team fielded media requests, crafted pitches, distributed newsletters, organized two in-market media events, attended conferences, and hosted 19 journalists in Québec, including four national TV production crews, which resulted in coverage in:

Click each bullet below to view each result:

• Condé Nast Traveler;
• AARP;
• AFAR;
• The Washington Post;
• CNN;
• The New York Times;
• Hemispheres;
• Travel + Leisure; and
• A 2-episode collaboration with TODAY with Hoda & Jenna to kick off the 2023 Québec City Winter Carnival.

Results: 

• Québec appeared in over 4,200 articles & TV segments for a total of 4,867,100,192 impressions across the US. 
• The campaign results had an estimated publicity value of $453,510,052.76, a 7,458% return on investment.
• In an analysis of Google Trends data, searches for Québec spiked 18.8%, with peaks occurring during the summer and winter months of 2022-2023.