With gastronomy emerging as a key driver of tourism appeal, tourism boards are increasingly relying on editorial communication and press relations to stand out. It was in this context that Tourisme Montréal entrusted GroupExpression with boosting the culinary reputation of the Quebec metropolis globally.
Our core objective was to position Montréal as one of the world's leading gastronomic capitals, showcasing its distinctive culinary identity through a long-term PR strategy.
The challenge lay in crafting a powerful, authentic narrative that would resonate with journalists, influencers, and food-loving travelers.
A Strategic and Tailored Approach for Montréal
To achieve this goal, GroupExpression leveraged the strength of its media network and its ability to identify and activate the right editorial opportunities.
Through proactive media outreach and monitoring, the agency connected with a journalist working on a new culinary guide published by Hachette Tourisme, part of the *Food Lovers Travel* collection dedicated to the world’s top gastronomic destinations.
GroupExpression pitched Montréal as the ideal city to showcase the creativity and richness of the North American culinary scene.
The agency managed all editorial coordination and logistics in close collaboration with Tourisme Montréal, whose team was deeply involved in organizing the journalist’s on-site stays and visits.
This tailored approach successfully transformed a single editorial opportunity into a high-impact press relations campaign, combining credibility, experience, and compelling storytelling.
Targeted PR Actions for Maximum Impact
GroupExpression implemented a 360° action plan combining content creation, influencer engagement, and on-the-ground experience:
- Personalized support for the journalist, including several immersive trips to explore Montréal's culinary scene in depth: iconic restaurants, local markets, artisans, and innovative chefs.
- Coordination of a press and influencer trip six months before the guide’s publication, bringing together key media outlets like RFI and Konbini to generate pre-launch coverage and digital buzz.
Thanks to this multi-stage strategy, Montréal benefited from sustained visibility and secured a strong editorial foothold in highly credible publications.
Results: 190 Pages and CAD 710k in AVE
The outcome figures speak for themselves:
- 190 pages dedicated to Montréal in the Hachette Tourisme Food Lovers Travel guide
- An estimated Advertising Value Equivalency (AVE) of CAD 710,000
- Increased awarness for the city in gastronomic and lifestyle media
Beyond quantitative outcomes, the campaign also achieved strong qualitative awareness: Montréal is now mentionned among the cities where gastronomy truly reflects local culture and creativity.
This project illustrates the strength of an agile and opportunity-driven PR strategy, based on market awareness, responsiveness, and a deep understanding of media dynamics. Through effective pitching and exemplary collaboration with Tourisme Montréal, GroupExpression successfully turned an editorial opportunity into a major international campaign that generated tangible and lasting results.
This success confirms the agency’s expertise in showcasing regions through their gastronomy — a powerful lever to enhance brand image and global attractiveness.
Would you like to promote your region's gastronomy through an impactful PR campaign? Contact GroupExpression to design a bespoke strategy that will make your destination shine!
More information on the EAT Montréal guide: click here.
Credits
1-©Jaysson Gallant – Tourisme Montréal
2-©Daph & Nico – Tourisme Montréal
3-©Daph & Nico – Tourisme Montréal
