QUEER OF THE YEAR 2011 by Sid Lee Paris for TOURISME MONTRÉAL

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QUEER OF THE YEAR 2011

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Industry Travel Agencies, Tour Operators & Travel Services
Media Print, Magazine & Newspaper
Market France
Agency Sid Lee Paris
Released April 2011

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: TOURISME MONTRÉAL
Product/Service: LEISURE
Agency: SID LEE
Agency: (Sid Lee)
Production Agency: (Jimmy Lee.tv/33 Mag)
Music: (Dee)
Director: (François Lachapelle)
Media placement: Online - Facebook campaign - 14/4/2011
Media placement: N/A - N/A - N/A

Describe the objective of the promotion.
In 2011, Tourism Montreal (TM) decided to bring back the Queer of the Year (QOTY) contest by popular demand. 2010 had been such a success that the QOTY title was one of the most sought-after prizes amongst the gay community, and Tourism Montreal’s goals of communicating the city’s attractive non-conformist values and augmenting its notoriety for the everyday tourist had been a success. Now, TM faced the daunting challenge of building upon this success and spreading the influence of the campaign to an even greater audience.

The contest needed to engage the entire LGBT community while delivering a compelling narrative for tourists.

Describe how the promotion developed from concept to implementation.
QOTY social media presence needed to widen to include fashion, lifestyle, and culture websites. Content was rolled out in 3 phases across a new website and traditional social media, and relationships were forged with powerful networks (LDPR, Brando, Vice, and Logo). 2011 presented a new host, Mikala Bierma, a comedienne with following within the LGBT community.

The recruitment phase showcased the 2010 episodes, a clip from the winner and a video calling to send in applications. The build-up phase presented a video of 2010 and of the 5 finalists for 2011.

The contest was centred around creating content that highlighted the true meaning of what it takes to win the title. Confessions and reports videos were produced daily.

Explain why the method of promotion was most relevant to the product or service.

BEFORE:
Since 80% of trip bookings are made online, we wanted to match the consumption habits of our target (potential tourists). The LGBT audience (22-30 years-old) we were reaching is tech-savvy and has a strong presence on social networks and on the web. The challenge was to put online almost real-time content to keep the audience captive.

AFTER:
Since 80% of all travel plans are made online, we wanted to talk to people who were active online and tech-savvier. We found that the LGBT audience is tech-savvy and are active in social media. We found an online community already rallying behind this genre (Mikala’s show) and invited her to host our show, creating addictive storytelling.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The success of the QOTY 2010 campaign was amplified in every respect in 2011. With over 10 times the number of entries considered, and finalists chosen from Europe and North America, the reach of QOTY has become global. Facebook engagement increased dramatically, with over 3 times the number of posts and 4 times the number of fans from 2010 in 2011, and the site gathered over 240,000 unique impressions. Finally, over the extended partner network, there were just under 425,000 video views – 17 times the total from the prior year.