North American advertisers are being targeted in the latest round of self-promotion by the Association of Quebec Advertising Agencies (aapq).
The association, which represents about 20 agencies that account for 75% of advertising billings in the province, published a 56-page brochure designed to emphasize the importance of hiring a Quebec-based agency for any advertising planned in the province.
‘We’re targeting the decision-makers,’ says Joseph Mully, aapq president, adding that 7,000 copies are being mailed to top-level subscribers of Advertising Age International in the u.s., with a further 5,500 being distributed to Marketing magazine subscribers.
Entitled ‘Advertising in Quebec, Going Regional – Why they do it, Why you should’, the glossy points out the idiosyncracies of the Quebec consumer (they use cold water to wash their clothes and eat lots of yogurt), what type of tv shows they watch, how much they love their celebrities and includes case studies that show where Quebec-specific advertising has worked in the past.
The initiative is part of a three-year agreement between the association and the provincial government to promote media-related industries in Quebec. The government threw in half of the $200,000 price tag for this year’s project.
