the challenge

The tourism promotion and marketing experts at L’Alliance de l’industrie touristique du Québec aimed to propel tourism industry performance in their province through collaborative projects with regional DMO’s, companies, and associations to promote sustainable and responsible world-class tourist experiences. These goals were mirrored by the tourism teams at two of the largest tourist destinations in Québec; Montréal and Québec City. As we learned more about all of our partner’s goals, we learned the similarities didn’t end there.

With the province of Québec being vast, and its target audience being diverse, Heliconia was challenged to include a variety of locations (rural and urban), activities, cultures, and local experts in order to appeal to a wide spectrum of viewers’ ideas of affordability and adventure travel risk. Everything from family trips, paddling excursions, rural gems, and urban delights needed to be showcased in an authentic way. L’Alliance de l’industrie touristique du Québec and each of the cities also added the goal of promoting tourism traffic during shoulder seasons.