Campaign objectives were to encourage Quebeckers to choose Quebec as a vacation destination, to position bonjourquebec.com as the #1 site for planning and reserving vacations in Quebec, to boost traffic of qualified visitors on bonjourquebec.com and to promote the online package and accommodations reservations tool.Target audience was French-speaking Web user (at least once a week)ages 35-55, who had travelled in Quebec in the last 12 months and have an active lifestyles.The campaign uses various symbols (roadsigns) that are strongly associated with tourism, which means users can rapidly identify the ads with the bonjourquebec.com brand.

The summer campaign lasted 18 weeks and shows an average click-through rate of 1.45% and a total of 78,894 clicks. The 5th week generated the highest response, with daily click-through rates reaching 2.35%.The winter campaign also lasted 18 weeks and the average click-through rate was 2.30% for a total of more than 96,000 clicks. The 4th week (before Christmas vacations) yielded the highest click-through with a weekly average rate of 3.93%.For both campaigns, the focus was on innovative, large-format ads that would grab Web users’ attention, such as interstitials, big boxes, and pop-ups. These three formats alone generated 80% of all clicks.