Tourisme Laval an Unconventional Awareness Campaign

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. With powerful visuals that echo Laval’s major attractions, the two versions of the concept immerse the audience in a vibrant and festive imaginary world, just like the city itself.

Focus on how it feels

The advertising campaign, created by the Oasis agency, takes a departure from traditional messaging 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 aesthetics,” says Laurence Gauthier, creative director at Oasis.

Laval: Where Anything Is Possible

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

“Our destination is known for bringing joy, enrichment, and connection. “Our communication and branding objective 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 growing industry, Tourisme Laval contributes to Laval’s development as a tourist destination, provides leadership in welcoming visitors and promoting attractions, and acts as a unifying force among members and partners, with a focus on sustainable development.

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Source: Hélène Vézina / 514-261-9893 / [email protected]
Director – Communications and Marketing