Despite the current pandemic context, the Office du tourisme de Québec (OTQ) is giving itself the opportunity to spend more than $ 3 million, in 2021, for advertising placements on web giants.
This is what can be seen from reading three separate contracts awarded by mutual agreement and published on Wednesday.
The first, to Facebook (including Instagram), is valued at around $ 1.4 million.
The second is worth $ 1.7 million and it was done with Google (which owns YouTube).
The last, much smaller, is worth $ 57,000. It was signed with Pinterest, a website that allows sharing of photo albums.
Strictly speaking, these are not contracts between the OTQ and these web giants.
Rather, it is the City of Quebec that authorizes the Office to disburse up to $ 3.1 million in advertising content.
At the OTQ, spokesperson Jenna Dubé insisted on Wednesday to say “that it was excessively difficult, if not impossible, to estimate last December the amounts that would be needed to cover possible investments in 2021 due to COVID and what restrictions will or will not be in effect ”.
According to the latter, the decision was therefore taken to “renew substantially the same amounts as the previous year, even if we have not reached the pre-authorized amounts at all. We secure the possibility of using these media, without obligation to do so and without depriving us of the possibility of using other media ”.
In fact, the authorization to spend more than $ 3 million in 2021 does not mean that the entire amount will be reached.
Last year, for example, the OTQ spent just $ 300,000 on ad placements on Facebook (and Instagram), when it had obtained an initial authorization of $ 1.4 million for this contract.
“FYI: $ 300,000 was invested in Quebec media at the same time, a significant increase when we were mainly outside Quebec in 2019,” added Mr.me Dubé.
The spokesperson reiterated that “we use the media most likely to generate an expected performance and with relevance according to the target market. For example, we do not use Quebec media to talk to Americans. “
In 2019, the OTQ was authorized to spend nearly $ 2.5 million on similar advertising contracts.