After several months of preparation, Tourisme Îles de la Madeleine is ready to launch its advertising campaign for 2012. Produced with the cooperation of l'Île Imagin'air, the campaign will premiere on the Web. Follow-up presentations will be scheduled on various television networks in Québec and in the Maritimes during the following months.
In the Québec market, the ads will be aired on the RDI information network and Radio-Canada - Montréal, as well as on the new specialty channel Explora. In addition, they will be seen on websites such as Web Tou.tv and Radio-Canada.ca. The duration of the 2012 spring campaign will be extended by offering to subscribers to the Tourisme Îles de la Madeleine's newsletter, as well as aficionados of the destination, a first look at a longer version of the ad. This long version will be made available on various social media such as Facebook, Twitter and YouTube, before the start of conventional broadcasting, in early April.
This year, for the first time, ads will be broadcast in the Maritime Provinces. Since 2006, Tourisme Îles de la Madeleine, in cooperation with Québec maritime and other regional partners has been actively working at developing the Atlantic market. Ads will be broadcast on Radio-Canada Atlantique's French network, and by CTV - Halifax for the English market. The ads will also be available on the Internet through the CBC' website cbc.ca.
It is important to note that this campaign is made possible by the revenue from the tax on lodging prescribed by Loi 76. This tax is collected from visitors by most of the lodging sectors of the archipelago. And it is worth pointing out that 55 % of all sums generated by this tax are reinvested in the promotion of the destination. The additional revenue generated by this tax enables Tourisme Îles de la Madeleine to produce a campaign for television networks and thereby to join other touristic regions in Québec and take a modest part in the competition.
About Tourisme Îles de la Madeleine
The primary mandate of Tourisme Îles de la Madeleine is to bring together the archipelago's businesses in order to expand the attractiveness of the tourism industry of Îles de la Madeleine. It also provides leadership with regards to hospitality, information, development and marketing of the region as a tourist destination. The association comprises more than 320 madelinienne businesses operating in the tourism industry.
To view the ad: bit.ly/tvad2012
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Media contact:
Marie-Christine LeBlanc, Marketing and Communications Agent
Tourisme Îles de la Madeleine
418 986-2245, ext 227
