Québec City aims to dazzle you

Press Release

Quebec, November 29, 2022 - This winter, Québec City’s many accents will be more vibrant than ever as Destination Québec cité pulls out all the stops for visitors through its various promotional campaigns. At the core of this deployment: a new ad campaign that brings Québec culture, movement and heritage to the fore.  

In this way, Destination Québec cité immerses you in the world of three artists from Québec City and Wendake, in a performance where the movements of Aïcha Bastien-N’Diaye, a dance artist with Québec, African and Indigenous roots, combine with those of hip-hop dancer Frédérick Arsenault and come alive thanks to the choreography of Chad Érick Concepcion. There’s also more with a series of videos from the destination. Shot by Robert Lepage inside the cultural gem known as the Diamant theatre, the Québec City puts on a show this winter campaign, carried out by Lg2 and SOMA, was originally supposed to launch right as the pandemic hit two years ago. The main campaign is currently being broadcast online in the U.S. and Ontario and, as of December 5, will be on TV in Québec. 

“Winter in Québec City, a touch of magic added to the unique beauty that dazzles every visitor. Québec City becomes an open-air fairy tale that immerses you in our history, beckoning you to enjoy the laid-back warmth of its people and the local Nordic lifestyle. And the promotional campaigns we’re now presenting mirror this vision where we want to inspire and leave our mark. They’re part of our desire to reduce the pressure of this busy season and improve off-season data by implementing initiatives that enable us to increase tourist traffic in the winter season and help spread out tourist traffic across the greater Québec City region throughout the year!” said Robert Mercure, General Manager, Destination Québec cité.  

In Québec, a series of web-based authentic video clips will showcase distinguished globetrotter Jean-Michel Péloquin as he discovers the destination and the variety of experiences it offers (episode 1, episode 2 and episode 3).  

In Québec, people will be able to watch the online exclusive My incredible trip video clips, inspired by the BeReal style, showcasing Québec City’s stunning attractions along with a reaction from a local content creator. The aim of the My incredible trip project is to promote the greater Québec City region to the Québec population as the ideal destination for an authentic year-round getaway.  

All this, in addition to multiple content partnerships, including with The New York Times and Conde Nast, will help promote the winter season and local events. 

“In order to achieve our goal to spread tourism to the region across the seasons, we’re planning to invest the same amounts in production and media as we would in peak tourist season to promote these campaigns. In other words, the funding envelope remains the same as it was for the summer 2022 period,” said Mr. Mercure. 

It’s worth remembering that the ad campaigns Sleep in a Little Longer, offering a second night at 50% with the purchase of one night’s stay at 88 participating hotels across the region, and Québec cité Passports, which include access to various attractions as well as discounts of 30% (from three companies) or 40% (four companies), are still running through mid-December*. 

About Destination Québec cité 
Destination Québec cité counts more than 825 members from an area covering Québec City, L’Ancienne-Lorette, Saint-Augustin-de-Desmaures, Wendake and the regional county municipalities of Portneuf, Jacques-Cartier, Île d’Orléans and Côte-de-Beaupré.  

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