the challege

The tourism promotion and marketing experts at Alliance d 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 the two largest tourist destination cities in Québec, Montréal and Québec City, and as we learned more about all our partners goals, we learned the similarities didn’t end there.

With the province of Québec being vast and its target audience 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. Alliance d l’industrie touristique du Québec and each of the cities also added the goal of promoting tourism traffic during shoulder seasons.