The mandate of Quebec Tourism, a governmental department, is to promote the Quebec province as the best vacation destination. Quebec's official tourist site is chock full of invaluable information on how to best explore Quebec, holiday ideas, and a range of activities that have earned Quebec its outstanding reputation as a four-season destination. Also, an interactive tool on the site currently allows users to search and book hotel reservations and holiday packages online. We launched an ad banner campaign that helped entice Quebec internet users to plan their future vacations in the Quebec area. The campaign also built awareness for www.bonjourquebec.com and generated traffic to the site. The campaign visuals revolved around an animation of the Quebec tourist road sign. This symbol is quite well known by the Quebec population and communicates a a strong association with tourist attractions and vacations. We also kept the copy on the banner teasers simple in order to arouse users' curiosity.Objectives: to generate traffic to www.bonjourquebec.com; to position Quebec as the perfect vacation destination; to position www.bonjourquebec.com as the leading Quebec website for vacation planning and online booking.Target group: Quebec men and women, ages 35-55.