In 2020, the Institut de tourisme et d'hôtellerie du Québec (ITHQ) undertook a major renovation of its hotel to modernize its infrastructure and improve its design and layout. These are all ways of adapting to market trends to better meet the industry's high service standards and enrich the learning environment for students. After a three-year closure, extended due to the pandemic, the ITHQ wanted to relaunch and reposition its service offering (hotel, restaurant and bar) in the Fall of 2023.
To attract local and provincial clientele, the ITHQ's Communications and Marketing Department called on Capital-Image to develop a communications plan with media relations as a primary tactic, with the aim of rediscovering the hotel and its services. We also analyzed website data prior to the complete redesign, conducted an in-depth press review of hotel openings between 2022 and 2023 in Montreal, and analyzed the current local market to see how the hotel could stand out from the competition. The objectives were to generate high-quality, positive media coverage and to achieve a high number of nights booked within the first two weeks of the announcement.
The Hôtel de l'ITHQ has a special vocation and is a source of pride in the tourism and hospitality sector. We implemented several tactics, such as welcoming journalists for an exclusive experience at the hotel and organizing events for lifestyle media. The invitation included a privileged access guided tour of the premises, with a VIP cocktail reception and the opportunity to meet Liza Frulla, General Manager of the ITHQ, Brishna Hilaire, Director of the Hôtel de l'ITHQ, and Karine Beauchamp, Executive Chef of the Restaurant de l'ITHQ.
Capital-Image used the MRP data evaluation method, which takes into account the quantity and quality of media results by calculating the number of opportunities to see or hear messages. The media relations component generated nearly 15 million media impressions in Quebec, out of an initial target of 6 million. The quality of the 63 items of coverage generated was 96%, out of an initial target of 80%.
