The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences.
The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences and be welcomed by residents with open arms.
The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences and be welcomed by residents with open arms.
Located in the Gulf of St. Lawrence in Quebec, Tourisme Îles de la Madeleine champions the United Nations Sustainable Development Goals, safeguarding the delicate archipelago and fostering responsible tourism. Their campaign, "Aux Îles, je m'engage / I Care for Les Îles" proved its innovative spirit, capturing hearts with six silent comedy videos, reminiscent of early 1900s cinema. The public rallied behind the playful campaign, with Tourisme Îles de la Madeleine winning the People's Choice Award at the DTTT’s 2023 X. Awards; a testament to their community spirit.
The Aux Îles, je m'engage / I Care for Les Îles initiative aims to reduce the negative impact of tourism on the environment, whilst also encouraging a slower pace of life to follow the archipelago’s pace. The objective of this campaign was to showcase that despite the fragility of the region, visitors can still have authentic, high-quality experiences and be welcomed by residents with open arms.
Six pledges were drafted after several meetings with locals and other destination stakeholders, with strong alignment to Îles de la Madeleine’s 2021-2026 tourism strategy. The six statements are:
These carefully developed pledges resonated with both visitors and residents. Locals supported the commitment as they were incentivised by the aspiration of the pledges to bring positive change to the destination and encourage responsible tourism, acting as a source of civic pride in sharing these positive messages about the sustainability of the destination. Meanwhile, travellers benefit from seeing a different side of the destination and engaging in slow travel and more authentic visitor experiences, helping to build better relationships with locals. This sets a great example for other DMOs on how they can engage locals to help create strategies for supporting the Sustainable Development Goals.
To keep the message consistent, Tourisme Îles de la Madeleine's website features resources with tips to increase the positive impact of a trip to the archipelago, such as how to save energy, preserve the environment, use sustainable transport modes and find eco-certified accommodation. We at the DTTT are big admirers of the commitment displayed to encouraging responsible tourism by Tourisme Îles de la Madeleine.
Uniting a diverse ensemble of stakeholders under one powerful banner of sustainable tourism, the campaign showed the power of communities working together, from residents to government officials, to achieve shared objectives. Tourisme Îles de la Madeleine communicated their message through a dynamic outlook on video creation. Using comedy and ingenuity, they created six short-form videos combining French and English, drawing inspiration from the 1920s silent comedic films. This made the content easily digestible for a diverse group of ages and made the content more engaging than traditional informational campaigns.
The campaign reached local media and influencers who were inspired by the positive message, confirming not only the importance of committing to the destination but also making content shareable, through social media or local articles.
The campaign exceeded expectations, captivating over 31,000 unique visitors; more than double the population of the Magdalen Islands. Between June and November 2023, the campaign utilised social media to deliver its message of responsible exploration to more than 565,000 potential travellers. Google Ads delivered the message to Les Îles' annual 65,000 visitors with over 1.2 million impressions and 8,000 clicks. Exit surveys revealed that two-thirds of visitors had encountered the campaign and a separate survey revealed a resounding 79% approval rating among residents.
The numbers speak volumes; nearly 1,900 people have already pledged their commitment to preserving their home's beauty, surpassing the initial first-year goal of 500. "Aux Îles, je m'engage" isn't just a campaign, it's a harmonious movement, engrained in the local spirit of the Magdalen Islands, ensuring that its future encompasses responsible tourism for generations to come.
This isn't the first campaign of its kind to use comedy, satire and sarcasm, which can all be compelling and engaging techniques to captivate attention. These our some of our favourite examples in recent years:
Making noise as a smaller destination can be tricky, especially when wrestling with sustainability battles like over-tourism and habitat protection. The Magdalen Islands hosts a population of approximately 13,000, so when it comes to making a successful marketing campaign, the goal is not simply virality but also to spread awareness of travelling sustainably. Similarly, there are other examples of smaller, sparsely populated destinations that go through the same issues in encouraging tourism responsibly:
Created for destinations around the world, this programme will provide the insight to help you become a sustainability leader within your organisation.
Designed to teach you how to master must-have tools and acquire essential skills to succeed in managing your destination or organisation, be ready to challenge all of your assumptions.
Designed to teach you how to master must-have tools and acquire essential skills to succeed in managing your destination or organisation, be ready to challenge all of your assumptions.
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