Destination Québec Cité has once again picked Montreal agency Adivso to lead its media planning efforts.

Adviso will continue to support Destination Québec Cité’s marketing efforts with its media, planning, SEO, analytics and data science services, with development of an email marketing strategy being being added to the assignment.

This is the third consecutive year the agency’s assignment has been renewed, having first won the account in 2020 during the height of the COVID-19 pandemic’s impact on the tourism industry.

However, Adviso’s performance amid that turbulence is what convinced the tourism board to renew. Since the summer of 2022, hotel occupancy rate (currently a key metric for Destination Québec Cité) has reached up to 90%, while this summer’s marketing campaign overshot targets for video views by 248%, reaching 108 million.

While Adviso’s assignment is largely digital-focused, Destination Québec Cité has also been placing an emphasis on traditional media as of late. In December, it printed the first issue of a new physical magazine that will be distributed to hotel rooms across the city, replacing its annual vistior’s guide with a more curated approach to showing off things to do and see.