Who: Destination Québec cité, with lg2 for strategy and creative, Les Enfants for production (directed by David Findlay), with post-production by Outpost, music by Circonflex, and media by Adviso.

What: “An Inspiring Destination,” the city’s summer 2022 marketing campaign, based on the idea of having residents share what they love about the Quebec City region to create a long-lasting mural.

When & Where: The campaign is running now until mid-September, with broadcast and online video running in Quebec, and OLV only in the rest of Canada and the U.S. There are also digital display and social posts, and a video buy with the New York Times.

Why: DQc wanted to reach both Quebeckers and the rest of Canada and US, said Alexandre Jourdain, partner and creative director at lg2. “We [needed] therefore to find a striking concept that can be adapted to both markets.”

Rather than rely on glamour shots of Quebec City’s most picturesque attractions, Quebec City’s tourism marketer (which represents more than 800 members from the city and surrounding areas) asked locals to share their own stories about why they love it so much.

“This new promotional campaign is an opportunity for Destination Québec cité to give the residents of Québec City a voice about what inspires and excites them about living in the region,” said Robert Mercure, director for Destination Québec cite, in a release.

Beyond just sharing those stories in advertising, Destination Québec cité and lg2 used them to create something to give back to the residents as well.

How: The agency captured stories from a wide range of Québec City locals—from a Belgian immigrant, to an Anglophone originally from Toronto, as well as a retired boxer and a Wendat singer. They praise the city’s food, culture, and energy, as well as the beauty and natural wonder of the region beyond.

That content was used to create a short documentary style film showcasing the region to potential visitors, and further cut down for shorter 30- and 15-second ads. Those stories were also shared with two artists from Montreal, who used them  to create a 25-foot mural that is also featured in the final video content.

As Montrealers with no knowledge of the region, the artists immersed themselves in the stories from the locals to ‘see’ the region through fresh eyes.

“Many tourism campaigns simply show off their best attractions to attract visitors, but we decided to create a new one and involve the city’s residents in the creation of this attraction,” said Jourdain. “After all, this lasting legacy is for them: They are the ones who will see the mural every day on their way to the park or the office, so we wanted it to reflect them and make them proud. So our idea will live on beyond an advertising campaign, while making an impression on foreign visitors and residents alike.”

And we quote: “Bringing everything together in a mural, a lasting legacy for the destination, means there is even more to discover in our wonderful region, a veritable open-air museum.” — Robert Mercure, director, Destination Québec cite