Geo: Canada
Brand: QuébecOriginal / Alliance de l'industrie touristique du Québec (Quebec's Tourism industry)
Advertiser: Alliance de l’industrie touristique du Québec
Agency: Cossette
Media agency: Touché!
Production company: Les Enfants
Director: Eva Van den Bulcke
Visual post-production: Chop Chop
Mix/sound design: Cult Nation
Photography: Martin Laporte and Guillaume Simoneau
Original music: Cult Nation (Tim “Heartfelt” Buron, Geoffroy Sauvé)
Vocals: Geoffroy
French adaptation and vocals: Beyries
Published: March 2018
Synopsis:
The Alliance de l’industrie touristique du Québec is launching Let Go, the new creative platform to promote international tourism, in collaboration with Cossette. For the occasion, the Alliance invited five influencers to let go and immerse themselves in what Québec has to offer.
“Let Go is more than an advertising concept. It’s an attitude, a pledge that resonates throughout the content, year-round. We used a documentary-style approach to showcase the spectacular landscapes of Québec and the creative culture present here. We also wanted to show how much the warm welcome that awaits visitors makes their travel experience a truly memorable one,” said Florence Girod, Chief Strategy Officer and Head of Integrated product at Cossette.
In an industry where global competition is always on the rise, this new platform has been implemented within an ecosystem where the content was designed in line with each traveller’s particular journey. “One-off campaigns don’t cut it anymore. We need to continuously reach out to travellers, with content that’s relevant to their interests. This is a platform that presents Québec through several stories that come together to make a whole,” said Sébastien Viau, Vice-President Marketing and Sales for the Alliance.
To illustrate the strong bond that travellers forge with Québec, the Alliance invited five influencers with various travel preferences to take time off from their hectic lifestyle.
The influencers are:
● Jean Imbert, chef and restaurateur (France)
● Alan Estrada, actor and travel blogger (Mexico)
● Kiersten Rich, travel blogger (United States)
● Benjamin Prescott (Canada) and Jess Dales (United States), adventure photographers
Every influencer’s travel log is shown in four 60-second videos that will be released in pre-videos and on social media. “With director Eva Van den Bulcke, we focused on a sensible and unscripted approach. We wanted to emphasize the raw sensations you can experience in Québec and capture the magic of our guests’ adventures. It was a moment for us to let go as well,” added Florence Girod.