Stretch your Dollars in Montreal

Client: Tourism Montréal

The Challenge: Tourism Montreal had a valuable advantage—a favorable USD/CAD exchange rate—but it remained invisible to hesitant American travelers. Static research couldn't capture the emotional truth driving their hesitation. The city needed real-time listening combined with creative intelligence.

The Innovation: We launched a continuous survey engine that captured evolving traveler mindsets as decisions unfolded. Data and creative teams worked in tandem from day one, not sequentially. The breakthrough insight: travelers didn't want discounts—they craved empowerment. They wanted to feel smart, strategic, like they'd discovered a savvy advantage. Data Shaping Creative: Behavioral signals drove every decision. We tracked browsing activity to understand which travelers researched dining, entertainment, or culture. Rather than one message, we created modular assets tailored to each segment. A traveler hesitating about restaurants saw meals visibly expand in interactive ads. Someone exploring entertainment discovered how their dollar multiplied into more shows. Creative Validating Data: A dynamic value calculator showed the 23% advantage tangibly. Interactive ads dramatized value. Live exchange rate tools grounded emotion in proof. Authentic traveler stories amplified emotional return on investment. Results: Perception shifted 2 points. Exchange rate awareness jumped 6 points. Travelers engaged deeply with tools, imagined trips, and organically shared discoveries.