Case Study: The Quebec Tourism Industry Alliance achieves 2.3M reach and stronger solidarity with Meltwater Influencer Marketing

The Quebec Tourism Industry Alliance - Customer Case Study

The Quebec Tourism Industry Alliance, which unites more than 100 companies across 40 regional and sectoral tourism associations, faced a major challenge during COVID-19: how to keep promoting travel and community while Quebec was under lockdown. To respond, the Alliance used Meltwater and its influencer marketing capabilities to help sustain interest in tourism and communicate positivity during a period of isolation.

The Quebec Tourism Industry Alliance launched the #PourUnInstant movement, encouraging people to share window-view photos and moments of beauty and solidarity, then turned the user-generated content into a 60-second film. Using Meltwater, the Alliance measured the campaign’s impact and saw strong results: 2.3 million users reached, 225.2K engagements, and an estimated EMV of about $1M, while also gaining voluntary support from influencers and industry leaders.

The Quebec Tourism Industry Alliance

Karine Beaudin

Delegate, Business Development and Media Relations