Laval, September 26, 2023 – In the world of tourism, the Laval region has developed a unique identity over the years. To once again highlight the destination’s distinctive character, Tourisme Laval outside the box and unveiling two surprising advertising campaigns. Featuring striking visuals that highlight Laval’s major attractions, the two versions of the campaign transport the audience into a vibrant and festive imaginary world that reflects the spirit of the city.

Focus on how it feels

The advertising campaign, designed by the Oasis agency, takes an approach that breaks away from traditional messaging in order to evoke emotion. “We chose to focus on the feeling the destination evokes—a sense of lightness, the impression that anything is possible. Much like Alice in *Alice in Wonderland* when she plunges into an unexpected world, we want people to be transported by the atmosphere and the aesthetic,” says Laurence Gauthier, creative director at Oasis.

Laval: A Destination Where Anything Is Possible

To ensure the campaign aligns with the destination’s overall communication strategy, the artistic direction was inspired by Laval’s logo—an “L.” Starting with just a single letter, a multitude of fantastical worlds were created. The recurring use of the “L” in each scene is a nod to the brand and serves as a reminder: In Laval, anything is possible.

“Our destination is known for bringing joy, enrichment, and a sense of connection. Our goal for communication and brand awareness was clear: to elicit a sense of wonder and spark curiosity about our tourist destination. The originality of the creative approach is therefore entirely appropriate. Once we step inside the ‘L,’ anything is possible,” saysHélène Vézina, Director of Communications and Marketing at Tourisme Laval.

About Tourisme Laval

A leader in a rapidly expanding industry, Tourisme Laval contributes to Laval’s development as a tourist destination, provides leadership in welcoming visitors and promoting attractions, and serves as a unifying force among members and partners, with a focus on sustainable development.

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Source: Hélène Vézina / 514 261-9893 / hvezina@tourismelaval.com
Director – Communications and Marketing

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