TWO digital guides one printed guide!

Transcription

1 Summer/Fall 2019 Media Kit TWO digital guides one printed guide! A new experience-based approach New markets reached Two segmented Web strategies

2 new approach! The Québec Vacation Guide will target three out of the four customer profiles linked to experiences determined by the Alliance de l Industrie touristique du Québec. Most types of tourists have multiple interests and expectations. During the conversion stages (making reservations and pre-trip), the interest in visiting Quebec is for many types of tourists related to a bundle of sought-after experiences. The combination of a primary experience with one or several complementary experiences is often the reason that leads tourists to want to discover Quebec. 1 Authenticity seekers Stage of life More likely to be retired Income : higher than average 42% seniors 28% middle aged, no children Targeted profiles Characteristics: Discreet travellers who are interested in the people and history of the places they visit. What they look for: Living culture and history Magnificent shores and beaches Well-known historic sites and buildings Provincial parks Small towns or villages Natural wonders 19% famlies 11% young adults, no children 2 Comfortable explorers 3 Cultural explorers Stage of life Full-time worker or retired Income : slightly higher than average 32% families 27% middle aged no children 23% seniors 17% young adults, no children Characteristics: They have travel standards. They want what is superior and comfortable. What they look for: Comfort, luxury and fine food Animal-watching marine and land National parks, aquariums, zoos Magnificent shores and beaches Well-known natural wonders One-day cruises Stage of life On the job market Income : higher than average 34% without children 27% families 20% young adults, no children 19% seniors Characteristics: Passionate about travel, new regions, landscapes and culture What they look for: Fun, shared experiences Provincial parks Well-known natural wonders Small towns or villages Well-known historic sites and buildings Interaction with local people World heritage sites

3 2019 Distribution - 1,050,000 copies per edition Digital editions Feel the creative vibe of Quebec Cities, culture, urban festivals Cities along the St. Lawrence Fine food, cycling List of must-see attractions and events Getaways in the great outdoors Nature getaways, outdoor activities and circuits Maritime regions along the St. Lawrence Food getaways, cycling, fauna, regional festivals List of must-see attractions and events Feel the creative vibe Getaways in the great outdoors Markets Quantity Quantity Free Press Media (USA) 600,000 Joint send 600,000 Subscribers of the Quebec Getaways newsletter (Ontario, New York, Boston) Other partners (Quebec, Ontario, USA, Maritimes) 27,000 27,000 30,000 Joint send 30,000 TC Media (Ottawa) 18,000 18,000 Grand total, digital distribution 675, ,000 Printed edition For great vacation ideas in the province A guide of offers and vacation ideas presented by region List of must-see events and attractions Section of road trips and circuits Markets Quantity Canada Post (Greater Ottawa Area) 202,000 Daily newspapers - The Gazette (Montreal) 36,000 Network of tourist attractions, information offices and border checkpoints (throughout Quebec) 9,500 Daily newspapers (Vermont, New York) 102,000 Trade shows, fairs and online requests (USA and Ontario) 4,500 Canada Post (Fredericton, Moncton, Saint John, Bathurst) 21,000 Grand total, printed distribution 375,000

4 Summer destinations and things to do in Quebec! Dear MR, FIRSTNAME MRS, MS LASTNAME Summer in Quebec is marked by warm weather and long, sunny days that need to be embraced! Plan a vacation filled with boat rides, bike trips, golfing and more. How about a stay at a resort where you ll find plenty of things to do on site and nearby? Or maybe you d prefer a stroll around cities, suburbs or the countryside? Active travellers will love the wide array of outdoor activities available in the province. The Laurentians Life up close! Head up to the Laurentians and get ready for the summer of your dreams on a family vacation at one of the region s many resorts. A host of interesting offers and package deals are available during the season. Find all kinds of accommodations, outdoor activities, spas and delicious restaurants! Mosaïculture Gatineau 2018 Hosted by Jacques-Cartier Park until October 15, this hugely successful exhibit features forty-five spectacular, imaginative floral masterpieces. Château Frontenac and Get swinging on the golf courses in Quebec! and discover 2 amazing options for your vacation Vibrant Cities Quebec s cities are welcoming, diverse, creative, vibrant and lively. If you love celebrating at festivals, discovering new restaurants and learning about history and culture at the museums, this guide has all of your favourites. Find shows, cruises and plenty of things to do! Take a stroll on the boardwalks, drop into the shops or go on a bike ride through the city and soak up the friendly, cosmopolitan ambience. View online Great Outdoors A thrilling adventure in the outdoors is at your fingertips! Explore Quebec s majestic nature and incomparable scenery with head-spinning activities and adrenalin-pumping expeditions. Go canoeing or kayaking, hike through a park or get back to basics with a hunting and fishing trip. And when it s time to call it a day, retreat to a cozy cottage, charming inn or spacious campsite to recharge. View online Unforgettable Road Trips The official routes, clearly identified with blue road signs, are designed to showcase cultural and natural treasures. Find out more + Great Summer Events A host of hip happenings taking place all season long. Don't miss out on these celebrations! Find out more + Must-See Attractions These iconic attractions are the key to a memorable, spectacular vacation full of amazing sights. Find out more + ENTER CONTEST 2018 campaign results Facebook Users reached: 42,303 Post clicks: 1,405 Facebook page likes for Quebec Getaways: 3,590 Contest Impressions: 169,048 Clicks on links: 7,472 Participants: 6,705 CONTEST WIN A dream package for 2 at the renowned A $2,000 value MANOIR HOVEY in the Eastern Townships! Enter on quebecvacationguide.com CONTEST Win a vacation package to the Hotel Clarendon in Old Québec City. Enter on A $1,000 value 5 newsletters 2 push s View your guides online ØØ ØØ ØØ Quebec Getaways Tourisme Québec FreePress 192,533 total impressions 20,413 clicks to the digital guide and website 2018 reader statistics printed edition Digital edition Number of readers Number of visits 355,324 37,889 Number of pages referred to Total number of pages viewed 14,075, ,935 Pages referred to per reader Pages viewed per visit 40 pages on average 1 5,6 pages on average 1- Estimate based on the average number of pages referred to in the Summer/Fall 2018 Québec Vacation Guide. Links clicked 5,754 Device 62,5% 18% 19,6% Promotional campaign The two targeted digital strategies are designed to reach out to web users, whose web behaviours demonstrate an interest in one or several of the bundles of experiences presented in the 2 specific digital guides.

5 A high-performance guide: referred to 692,750 times in % of respondents who received the guide used the digital or printed version 36% of readers use it on average more than once during the season 43% of readers keep it for more than one year* 41% of readers who continued their search online went directly to the advertisers websites A guide used at every step* To find inspiration To make plans To make a purchase or reservation To find information while on vacation 91% 90% 75% 82% A guide that brings visitors to your website via search engines 369,977 readers/visitors of the digital and printed guide 173,183 readers/visitors continued their search on the web 83,497 readers/visitors searched online to access websites advertised in the guide More than 321,610 Web searches 3,85 web searches on average* More than 1,217,703 Websites visited 3,65 sites on average per search* 2018 Québec Vacation Guide readers profile 53 % Gender Getaways and vacations in Quebec* Women 45% Men 55% None 35% 1 to 3 40% 4 or + 25% Have children 18 years old or younger One-day trips to Quebec* Yes 24% No 76% None 48% 1 to 3 32% 4 or + 20% Age $ Average expenses* % % 55 or + 61% One-day trips Getaways Vacations $552 $756 $978 * Source: web survey conducted between August 7 and 24, 2017 by MBA Recherche for the SATQ-FEQ of 1,750 English speakers of 18 years of age or older (1,500 from Ontario and New Brunswick and 250 from Quebec). 1-Readers of the print and digital guides.

6 Advertising placements Text integration NEW CONCEPT Placement in your region s editorial section or in the road trip section Highlighted with a colour background Writing and graphic design included Advertisement Visibility PLUS Offered for all tourist regions Placement at the beginning of the guide for provincewide businesses Placement in the list of Quebec s Must- See Attractions Exclusively for tourist attractions and circuits Offered free with the purchase of an advertisement Rate card Format Regular rate Rate for RTA s* 1/8 page $1, $1, /4 page $2, $2, /2 page $5,375 $4,875 Your advertisement includes: A space in one of the two digital editions and in the printed guide A link to your website A video or photo slide show 3/4 page $8, $7, page $10,750 $9,750 Visibility PLUS $1,500 $1,250 * See which discounts apply with your regional tourist association Deadline: April 26, 2019 For more information, contact your account manager.