L’Alliance de l’industrie touristique du Québec selects MMGY Wagstaff as media agency partner for the United States

by | Feb 24, 2023

MMGY Wagstaff is proud to announce its selection by l’Alliance de l’industrie touristique du Québec (Alliance), who manages the brand Bonjour Québec, to lead its media relations agency of record in the United States to help grow American visitation throughout the beautiful province of Québec.

“The United States market is of great importance for our destination because it generates nearly two billion dollars annually, which represents 45 % of the international clientele total spendings. The Alliance is very pleased with this new partnership with an agency that shares our dynamism and our passion, that has a strong vision of the Bonjour Québec brand and that will help our businesses and entrepreneurs to shine from coast to coast,” said Martin Soucy, CEO for the Alliance.

“Wagstaff’s focus on the travel and hospitality industry, reach and relationships across the United States, and 360-degree approach to media relations and marketing, as well as their expertise in the travel trade and consumer marketing space, make them the ideal partner to help reach our visitation goals.”, added Véronique Dumas, Chief Marketing Officer for the Alliance / Bonjour Québec:

Maïté Conway Ross, Senior Vice President of MMGY Wagstaff and head of the Destination Marketing & Travel division of the business, also spoke of the partnership:

“Although many Americans may think they know a lot about Québec’s amazing experiences, there is so much more to discover. With its amazing food, rich history, distinct culture, unlimited adventure, and above all, the Québécois people, there are endless reasons to visit this unique and world-class destination, and to visit now.”

The Wagstaff account team will be led in tandem by Ernst Flach, Vice President [who prior to joining Wagstaff, spent over 10 years in senior marketing roles at the Canadian Tourism Commission (Destination Canada)], along with Maïté Conway Ross. Leading the East Coast efforts will be Lindsay McCabe, Director, alongside Senior Associate Caitlin Perry and Associate Sophia Winegard.

Together, the team brings deep knowledge and expertise in destination marketing and media relations, having worked on clients ranging from the South Australian Tourism Commission, the Italian National Tourist Board, Promote Iceland, Visit Carlsbad, Grand Central Terminal in New York, and many more.

The team will oversee a national program supporting Bonjour Quebec in growing their business from the American market by showcasing the province’s iconic experiences as well as spotlighting the lesser known and undiscovered activities and destinations that it has to offer year-round. To start exploring Quebec and plan your next travelling experience, visit bonjourquebec.com!

About the Alliance

The goal of the Alliance is to make Quebec a thriving, sustainable and responsible world-class tourism destination. It is the standard-bearer for 10,000 tourism businesses belonging to 40 regional and sectorial associations. As a partner in the success of the industry it represents and whose efforts it coordinates, the Alliance has been mandated by Quebec’s tourism ministry to market Quebec destinations in the Quebec, Canadian and international markets under the Bonjour Québec brand. It works to promote the destination and increase the economic benefits of tourism for all of Quebec.

About MMGY Wagstaff 

MMGY Wagstaff is an international full-service agency with more than 70 account executives located in Los Angeles, New York, Chicago, San Francisco, Vancouver, Canada and beyond. From the beginning, MMGY Wagstaff has been dedicated to supporting clients in all verticals of the hospitality world, including travel and tourism representation, hospitality lifestyle and culinary products, personalities, events and festivals, hotels, airlines, as well as distinctive wine and spirits brands – creating innovative marketing strategies that build brand awareness, drive business, and secure results that matter. The acquisition of Wagstaff by MMGY in October 2022 has since provided clients the benefits of a fully integrated marketing firm, including expanded creative and production resources, research and insights, as well as more global services.


Bulldog Reporter
Bulldog Reporter is a leader in media intelligence supplying news, analysis and high-level training content to public relations and corporate communications professionals with the mission of helping these practitioners achieve superior competitive performance.