Customer Brief
Groupe Voyages Québec – Recognized as Quebec’s leading tour operator and incoming agency since 1979, Groupe Voyages Québec is a creator and provider of unique experiences. The tour operator employs over 200 people across Canada and in France, with its head office in Quebec City. Groupe Voyages Québec offers more than 2,300 departures a year to travelers wishing to discover the four corners of the globe, thanks to its tours, stays, escapades and cruises, offered in accompanied groups or as individual packages. GVQ Canada is the inbound department, in charge of all French and international customers.
Historically established in Quebec, its professional sales and marketing development in the French market is essential to ensure its business and sales performance.
The agency’s response and actions + qualitative results
To deal with the health crisis and the closure of Canadian borders, an action plan was drawn up in collaboration with the Quebec City office: partnerships with OTAs, organization of trade missions and meetings with decision-makers from distribution networks, tour operators and OTAs, TOs and negotiations with Canadian product managers, sharing of sales arguments with the sales force and promotion of the GIR and group programs offered by GVQ Canada, implementation of a communications plan to roll out the Vacances Air Canada brand in France. Objective: Establish the brand’s positioning on the French market and refer products to tourism operators.
Action details
- Develop new sales opportunities and identify needs
- Implement strategies, monitor and identify opportunities to increase business volume
- Deploying the GVQ Canada and Vacances Air Canada brand in France
- Draw up a strategic plan for the market to be developed using the S.W.O.T matrix
- Implement an action plan based on Air Canada Vacations’ and GVQ Canada’s strategic plan for target markets.
- Bring the sales plan to life in line with corporate strategy
- Increase customer base while retaining existing customers
- Participate and represent Air Canada Vacations and GVQ Canada at market-specific events
- Help define sales targets and implement the strategic plan
- Participate in and organize familiarization tours with the Quebec City office
- Collaborate and strengthen relationships with various Air Canada offices
- Supervise GVQ Representatives and Delegates working in France
Marketing
- Support the Marketing Director and target actions through the various European networks, TOs and group operators
- Develop, implement and monitor the marketing plan and budget for the French market
- Organizing B2B and B2M events
- Set up media bank and main contacts with journalists
- Event sponsorship with Air Canada
Détails des actions
- Développer de nouvelles opportunités de ventes et identifier les besoins
- Mise en place de stratégies, faire de la veille et identifier des opportunités dans le but d’augmenter le volume d’affaires
- Déployer la marque de GVQ Canada et Vacances Air Canada en France
- Élaborer le plan stratégique du marché à développer selon la matrice S.W.O.T
- Mettre en place un plan d’action selon le plan stratégique de Vacances Air Canada et GVQ Canada selon les marchés ciblés
- Faire vivre le plan de ventes en lien avec la stratégie de l’entreprise
- Augmenter la base de clients tout en fidélisant les clients actuels
- Participer et représenter Vacances Air Canada et GVQ Canada dans les événements selon les marchés
- Participer à définir les objectifs de ventes et déployer le plan stratégique
- Participer et organiser la mise en place les tournées de familiarisation avec le bureau de Québec
- Collaborer et renforcer la relation avec les différents bureaux d’Air Canada
- Superviser les Représentants et Délégués de GVQ travaillant en France
Marketing
- Supporter le directeur marketing et cibler les actions à travers les différents réseaux, TO et groupistes européens
- Élaborer, déployer et suivre le plan marketing et budget pour le marché français
- Organiser des événements B2B et B2M
- Élaborer la banque médias et principal contacts avec les journalistes
- Sponsoring d’événement en collaboration avec Air Canada
