Outaouais, January 18, 2018 - Winter 2018 brings a number of new features to the region, adding more incentive to discover or rediscover the Outaouais! Outaouais Tourism unveiled its winter marketing initiatives at a gathering held at Gainsbourg bistro and microbrewery, in Gatineau’s downtown core.

“The Outaouais region is tailor-made for winter getaways,” said Geneviève Dumas, chair of the Outaouais Tourism board of directors. “This year’s new products and attractions offer fun for all ages, from dawn to dusk, and that’s what our marketing approaches reflect.”

Mosaïcultures Internationales de Montréal selects Gatineau for its new project

For the very first time, the team behind Mosaïcultures Internationales de Montréal, whose summer installation attracted some 1.3 million visitors to the region, will be working with ice and snow! Mosaïvernales Gatineau 2018 is a unique new project that will invite visitors to admire the talent of internationally renowned master snow sculptors from China. “I’ve been dreaming of this moment for many years – the chance and opportunity to work in collaboration with my long-time friends, the artists from the world’s largest ice and snow sculpture festival. Such a privilege!” shared Lise Cormier, Vice-President and Executive Director of Mosaïcultures Internationales de Montréal and creator of this exhibit. “My wish is to continue to amaze the world, this time in winter, by creating enormous mythical frescoes with the best sculptors of this artform”. Twenty-five illuminated snow sculptures will be on display in the southern part of Jacques-Cartier Park from January 26 to March 4, 2018.

The installation will be right next to the 40th anniversary edition of the Snowflake Kingdom, an ever-popular Winterlude attraction that will move to the northern part of Jacques-Cartier Park.

“In the heart of the National Capital Region, the area around the Alexandra Bridge, which links Gatineau to Ottawa, will once again be a lively focal point. People will be able to take part in the activities in Jacques-Cartier Park, then discover the new exhibits at the Canadian Museum of History, drop by the Winter Beerfest, and enjoy a drink or a meal in one of downtown Gatineau’s bars and restaurants—all within walking distance,” pointed out France Bélisle, general manager of Outaouais Tourism.

New attractions and classic favourites

As always, outdoor activities—particularly cross-country skiing and snowmobiling—and cultural attractions are prominent in the marketing campaign. They include world-scale events such as the Gatineau Loppet and the Canadian Ski Marathon, as well as unique local offers such as Skating Through the Forest, and of course enduring favourites such as Gatineau Park, Winterlude, downhill ski centres (which enjoyed a record-breaking 2016–17 season, according to a report released by the Association des stations de ski du Québec [note: document in French only]), Nordik Spa-Nature, the region’s national museums, and the Casino du Lac-Leamy, to name only a few!

“We’re continuing to highlight the quality that has shaped our image and our reputation throughout the Outaouais, namely, the region’s appeal as a giant outdoor playground,” said Ms. Dumas.

Details of the marketing campaign

The Outaouais is consistently portrayed as a getaway destination for the Montreal and Ottawa markets. Built around the theme of holiday moments and memories (“That time …”), the marketing campaign is intended to:

  • Increase awareness of the Outaouais as a destination;
  • Improve the visitor experience.

The 100% digital winter campaign includes Web content optimization and targeted promotional offers and complementary experiences, selected according to the consumer’s profile and how likely they are to choose the Outaouais as their next travel destination.

Tactics to be implemented include:

  • Distribution of online advertising:
    • Video pre-rolls,
    • Enriched media,
    • Promotional Web banners,
    • Videos and blogs on social media, and
    • SEM optimization.
  • Development of original content for the Outaouais Tourism website.
  • Implementation of a PR strategy targeting next-generation Web influencers.
  • Posting of social media contests promoting content sharing.
  • Delivery of training programs for Outaouais tourism industry employees.

In line with the summer 2017 marketing campaign, Outaouais Tourism is encouraging residents to act as proud regional ambassadors this winter, notably by inviting visitors to discover the region’s many fine restaurants.

Outaouais residents—both tourism industry partners and citizens—are invited to download and display “certified #Outaouaisfun” Facebook banners, get out and enjoy the area’s many attractions, and share their top picks with visitors to the region.

Promoting the region is everyone’s business!


Outaouais Tourism is a private, not-for-profit organization created by and for the tourism industry over 35 years ago. A preferred contact and partner of the Quebec government in the tourism field, Outaouais Tourism contributes to the region’s economic development by coordinating regional tourism plans and projects, visitor services, information, marketing and development.

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For information, please contact:

Caroline Baron-Courcy
Senior Officer, Corporate Communications
819-778-2530 ext. 211 | Cell: 819-576-3185