Québec’s tourism offering is so rich and diverse that it allows people to experience a different province every day. It is the tremendous variety that distinguishes it as a destination that served as the inspiration for the campaign A Room with Many Views, a room that offers its occupants a spectacular new view every morning.

The centerpiece of the campaign was a social documentary film starring Glennis LaRoe and Kip Geddes, an American couple who agreed to visit Québec by becoming protagonists in a unique adventure.

The couple never knew what their next destination would be. Their itinerary was determined according to search trends and online behaviour of potential visitors to Québec.

From public relations to digital banners and content integration, the campaign’s content was determined by data mining and search engine results. A Room with Many Views included a retargeting strategy of audiences according to their interests. It offered a guided interactive experience, featuring a series of 360 videos that highlighted the most spectacular views of Québec and invited potential visitors to pick and share their favourites in preparation for their next trip.

Contribution to a 10.1% increase in border entries (more than twice the Canadian average and more than twice the next best province). Campaign reach: 68.6M people were exposed to the campaign’s content. Increase in interest for the destination (Google numbers): 535% in the US, 83.9% in France and 27.5% in Ontario.