The Québec City Convention Centre wins silver for Best Print Ad Campaign

The Québec City Convention Centre won silver at the MIMA Awards for Best print ad campaign. This international award recognizes the Convention Centre’s Anything but conventional ad campaign promoting its 73,000 sq. ft. expansion project.

The Meeting Industry Marketing Awards (MIMA) were held in London, October 20. These prestigious international awards recognizes excellence in 14 categories and were presented for their 13th edition.

“It is with great pride that we receive this honor recognizing the creativity of our marketing and communication team. They were able to develop a unique and powerful concept and turn it into an unforgettable ad campaign that rivals those from major international agencies,” said the Convention Centre CEO, P.-Michel Bouchard.

“Even more, the Convention Centre was also able to be named among finalist for the Best direct mail campaign for its 2013 holiday card that featured an origami Santa Claus”.

The ad campaign was threefold and aimed at informing meeting planners of the upcoming Convention Centre expansion. Canadian, American and International publications were targeted to help promote the expansion.

Instead of showcasing beautiful, pristine spaces, the Convention Centre sought to draw attention by featuring the construction site during the expansion, followed by a final ad announcing the opening of the expansion. This strategy would ensure the Convention Centre stood out among a slew of polished ads and was in line with its anything but conventional DNA. Not only did the ad campaign solidify the Convention Centre’s position as a prime Canadian meeting destination, it also helped generate close to $1M in revenue location for the new sector, double the objectives set at the beginning of the campaign.  

“In the end, the efforts of our team to promote the Convention Centre around the world has positive impacts on the reputation of Québec City, a business destination that is increasingly becoming a must,” concluded Mr. Bouchard.

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