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Tourisme Îles de la Madeleine launches its promotion campaign for 2014

After months of preparation, Tourisme Îles de la Madeleine has now launched its promotion campaign for 2014. Entitled "Vivez les Îles", the campaign was produced with the cooperation of L'Île Imagin'air and it got its première on the Web. During the coming months, a shorter version will be broadcast on various television networks in Québec and in the Maritime Provinces.

Starting in April, 30-second spots will be broadcast on the RDI channel, by Radio-Canada (Montréal and Moncton), and on the specialty channels Zeste and Évasion. These last two channels are being used for the first time by Tourisme Îles de la Madeleine. They should bring the message to a different and equally interesting audience. A spot entitled "Savourez les Îles", which was produced with the cooperation of Le bon goût frais des Îles de la Madeleine, will be aired in rotation during targeted time periods. This will be supplemented by two spots aired on the and Websites, and tied to several promotional activities concerning the spring's key-word campaign.

The pictures are backed by original music composed by Éloi Painchaud and they show a variety of activities available on Les Îles. "Nature", "Flavours" and "Culture" are three prominent themes highlighted on the destination's new Website.

To maximise the life span of the promotional campaign, the long version of the video (3 minutes and 16 seconds) will be broadcast exclusively on the Web. In addition, it will be sent to the subscribers of the newsletter published by Tourisme Îles de la Madeleine's and to interested potential visitors via Facebook, Twitter, and Pinterest. As well, the video is available on YouTube.

Tourisme Îles de la Madeleine is pleased to salute the YouTube enthusiasts who sent the video into viral territory in record time. Without any promotion by the team, the video recorded more than 1,200 hits in less than 24 hours. This is a clear indication that Les Îles occupy a special place in the hearts of net surfers and that interest for the destination just keeps growing, thus making Madelinots very happy.

To screen the video, simply call up Tourisme Îles de la Madeleine on YouTube.

It is important to point out that the promotion campaign is made financially possible by the revenues from the tax on lodging mandated by Loi 76 and paid by the visitors in most lodging facilities available on the archipelago. Fifty-five percent of these revenues are reinvested in the promotion of the destination. This additional financing makes it possible for Tourisme Îles de la Madeleine to use television for its campaign and to join the activities of other tourist regions of Québec in a low-key and friendly competition.


Media contact:
Anne Bourgeois
Marketing Agent
Tourisme Îles de la Madeleine

418 986-2245, ext.226

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