PHD Canada and Touché!, a subsidiary of PHD, won three awards at Strategy’s Agency of the Year 2018, including the crowning achievements of Gold for Touché! and Bronze for PHD in the overall Media Agency of the Year category. This is the third time in the last four years that Touché! has won the Gold award for Media Agency of the Year.

Touché! also won Campaign of the Year for their work with Tourism Quebec on the campaign ‘A Room with Many Views’, which blended data and creativity to promote Quebec’s rich and diverse tourism offering.

The centerpiece of the campaign was a social documentary film starring Glennis LaRoe and Kip Geddes, an American couple who agreed to visit Québec by becoming protagonists in a unique adventure. The couple never knew what their next destination would be. Their itinerary was determined according to search trends and online behaviour of potential visitors to Québec.

From public relations to digital banners and content integration, the campaign’s content was determined by data mining and search engine results. ‘A Room with Many Views’ included a retargeting strategy of audiences according to their interests. It offered a guided interactive experience, featuring a series of 360 videos that highlighted the most spectacular views of Québec and invited potential visitors to pick and share their favourites in preparation for their next trip.

The campaign reached 68.6 million people and contributed to a 10.1% increase in border entries (more than twice the Canadian average).

See the full list of Strategy’s Media Agency of the Year 2018 winners here.