Catégorie: Events

Reitmans, Secret Society and Sorority

6 November 2025

Context

To present Reitmans’ Fall 2025 collection, Franchir was tasked with ensuring the visibility of the new arrivals while positioning the brand with an Inspired Styler audience. By combining the agency’s experiential event expertise and Reitmans’ in-house public relations, Franchir produced a highly successful event.

Content creators and media personalities gathered for an exclusive 5 à 7 in a warm and mysterious setting, enhanced by the venue’s discreet charm that created a wow effect. Over drinks, bites, and a fashion quiz, guests discovered the fall collection alongside the Reitmans marketing team — the perfect mix for authentic, preppy content creation reflecting the spirit of the collection.

Objectivs

Raise awareness and inspire love for Reitmans’ fall collection — celebrated for its preppy and elegant style — as well as for the brand as a whole.

Create a sense of belonging
and sorority among guests, fostering a warm atmosphere and a feeling of exclusivity.

Focus on details
and key material elements to create a unique environment conducive to content creation and the discovery of the collection.

Strategy

Proximity strategy

To honor the fall collection — as preppy as it is chic — we created a mysterious and exclusive atmosphere. Guests were first invited with a card containing only the essential information to attend the event. Among these details was a clear instruction: to wear a Reitmans shirt that would be sent to their home, styled however they wished. As the guests arrived, the Reitmans Secret Society came to life — each look unique, yet part of a cohesive whole.

To host this secret society, what better place than a secluded venue hidden from prying eyes? The lounge adjacent to the private wine cellar at Le Parloir in Montreal was the perfect setting. With its intimate ambiance, impressive bar, and inviting spaces, everything was in place for a flawless evening. Guests also took part in a team fashion and industry quiz — martinis in hand.

Attention to detail

Costumized buttons featuring the collection’s crest, custom-made furniture to showcase the clothing, a soft and cozy ambiance — every detail was carefully considered to create a sense of belonging and sisterhood. We turned the Reitmans Secret Society into an exclusive yet accessible club.

Results

In total, more than 50 people were invited to the evening event on September 16. The 26 attendees all wore the blue striped shirt gifted by Reitmans, each styled in their own unique way.

A total of 77 mentions of the event appeared on guests’ social media accounts, generating 1,167,832 organic impressions. In addition, every guest shared their appreciation for the evening — whether for the photos taken with friends, the fun fashion quiz, or, of course, the discovery of the new collection.

Highlights

  • 16 content creators in attendance
  • 10 stylists and fashion media representatives present
  • 24 guests shared organic content on their social media, totaling 77 mentions
  • 1,167,832 total impressions

Credits

Client | Reitmans

Event ideation and management | Franchir

Media and content creator relations | Franchir

Karaoké Radio-Canada: Extended and Enhanced Version!

22 October 2025

context

In January 2025, Franchir was entrusted with the mandate to conceptualize, design, build, install (for selected markets), and operate an interactive on-site experience in the form of a karaoke station proudly branded in Radio-Canada’s colors. The goal was to create a setup that would better represent the brand as a whole while remaining easily transportable across Canada.

In collaboration with the Experiential and Partnerships, Marketing, and Communications teams at Radio-Canada, Franchir oversaw every aspect — from platform development and structural design to song selection — proposing a new, simplified, and inclusive version of the karaoke experience that could be used by all of Radio-Canada’s Francophone markets.

To bring it all together, Radio-Canada’s graphic design team imagined a colorful, dynamic visual world, making each installation eye-catching and inviting for festival-goers. The project spanned over six months from concept to completion.

Objectives

  1. Showcase Radio-Canada’s free Francophone music offering across all its platforms and strengthen its cultural positioning.
  2. Reach new audiences and maximize the visibility of the Radio-Canada brand and its platforms.
  3. Foster public engagement by creating joyful, memorable experiences and encounters.
  4. Put festival-goers at the heart of the activation by ensuring an authentic interaction with the brand.
  5. Encourage meaningful connections by giving the public something tangible to take away.

strategy

A simple, effective karaoke app

  • Develop an ultra-easy, offline app to minimize potential technical issues for ambassadors on site.
  • Review technical challenges from previous karaoke versions and address them before they occur.
  • Pre-install the app on tablets to prevent potential overload or simultaneous-use issues.
  • Conduct concrete, region-specific research to propose a catalog that reflects local tastes and trends.

Surrounding ourselves with experts

  • Engage specialists in both digital development and sound/technical production to ensure informed, feasible choices.

Create an eye-catching look

  • Propose a clean setup that highlights the colorful visual identity imagined by Radio-Canada’s team. We made strategic choices to enhance the karaoke while ensuring each element is useful and integrates naturally with the environment (LEDs, disco ball, storage unit, etc.).
  • Offer a selection of bold costumes to amplify a memorable, immersive participant experience.

Establish a rigorous logistics process

  • Provide a comprehensive, step-by-step training document for assembling the various structures and using the app.
  • Ensure technical support at project launch and equip teams to run successful activations—even remotely.

results

Once again this year, the Radio-Canada Karaoke proved to be a fan-favorite activation at both Les Francos de Montréal and the Montreal Jazz Festival. For festival-goers already familiar with the concept, it was a delightful surprise to discover the karaoke’s refreshed look and upgraded platform. The on-site team received overwhelmingly positive feedback about the new visual identity and the app’s ease of use. The most common comment? The impressive music catalog — featuring 100 songs this summer!

The karaoke created joyful moments and genuine appreciation among amateur singers who felt privileged to take the stage — if only for one song… or two.

In total, more than 3,500 participants enjoyed the installations across both Montreal festivals between June 13 and July 5, 2025. On average, 150 people performed each evening, while crowds of up to 600 spectators gathered to sing along to beloved Francophone classics from Québec.

Highlights

  • 6 months of development
  • 1 simple, offline app
  • 4 Francophone Canadian markets visited by the karaoke
  • A total of 3,600 participants at Montreal festivals
  • Over 6,000 participants in total and more than 26,000 spectators who stopped to enjoy a song in front of the installation

Credits

Ideation and concept | Franchir and Radio-Canada
App development | Sébastien Lhomme
Graphic design | Radio-Canada
Container fabrication | Steel Space
Set design and logistics | Franchir

Launch of a brand-new spa in the heart of the Plateau: Spa Carré Saint-Louis!

29 January 2024
Spa Carre Saint-Louis

Last September saw the inauguration of Spa Carré Saint-Louis, a space for relaxation and rejuvenation located near the park of the same name, in the heart of the Plateau Mont-Royal.

Mandate

Nestled in underground vaults reminiscent of oriental cultures, Spa Carré Saint-Louis offers an all-in-one circuit that guides visitors through a comprehensive thermotherapy and massage therapy experience.

The spa includes a jacuzzi pool, a traditional hammam (eucalyptus steam bath), a dry sauna, a cold bath, showers, a relaxation area and fully equipped changing rooms. All the above are in addition to a wide variety of relaxing or therapeutic massages. 

Spa Carré Saint-Louis thus called upon FRANCHIR for a public relations mission.

Objectifs

01 – Position Spa Carré Saint-Louis as a preferred relaxation destination for Montrealers.

02 – Showcase the benefits of thermotherapy, the expertise of practitioners, as well as the distinctive qualities of Spa Carré Saint-Louis, including its ideal location and the singular charm of its Indian décor.

03 – Encourage journalists and key influencers to create content in the media and on social networks to persuade target audiences to book, visit and return to Spa Carré Saint-Louis.

Strategy

01 – Write a press release along with tailored media approaches for initial contacts and follow-ups to maximize reach of the news.

02 – Capitalize on the novelty and proximity of Spa Carré Saint-Louis to maximize reach (awareness) through traditional outlets and new media (blogs/lifestyle news sites/content creators).

03 – Send invitations to official inauguration event, where media representatives and content creators can enjoy the thermal circuit as well as a therapeutic or relaxation massage.

04 – Send gift cards to those unable to attend the event, allowing them to enjoy the Spa Carré Saint-Louis experience.

Results

With the help of public relations, Spa Carré Saint-Louis generated 29 confirmed media mentions as well as 22 mentions on social networks, mainly highlighting the opening of this new sanctuary of serenity.

The entire campaign generated 12,133,500 recorded impressions, in addition to the 840,376 total confirmed impressions on social networks, for a grand total of 12,973,876 impressions – by all accounts a happy outcome.

Medias highlights 

  • 29 media mentions;
  • 12,133,500 confirmed impressions;
  • 100% of mentions contained one of the key messages;
  • 24.1% of mentions contained a spokesperson’s name;
  • 96.6% of mentions either identified or directed to the website / Instagram page (call-to-action);
  • 72.4% of mentions featured an image;
  • 82.8% of mentions came from national media.

Influencer highlights

  • 22 mentions recorded on social networks
  • 840,376 total confirmed impressions
  • 50% of mentions were stories
  • 22.7% of mentions were reels
  • 13.6% of mentions were photos
  • 13.6% of mentions were videos
Site icon
Launch of a brand-new spa in the heart of the Plateau: Spa Carré Saint-Louis!

Worthy of mention

* In just six months of community and content management on social networks, we’ve already amassed over 5,000 followers on Instagram.

Crédits

CLIENT | Spa Carré Saint-Louis

PRESS RELATIONS, EVENTS, SOCIAL MEDIA AND INFLUENCER RELATIONS | Franchir

Reitmans’ bold turn!

7 December 2023

On September 13, Reitmans unveiled its fall 2023 collection, featuring colourful ensembles and casual garments designed to enhance one’s stylish personal and professional life.

Mandate

To mark the occasion and acknowledge its Quebec roots, the brand wished to tap into the province’s media outlets, influencers and stylists, and invite them to the unveiling of its new collection on the terrace of the Grande Roue de Montréal in the city’s Old Port.


FRANCHIR was responsible for the turnkey management and organization of the entire event and its public relations.

Objectives

01 – Position Reitmans as the fashion destination for inspired and inspiring women, by focusing on the flagship products of its new fall 2023 collection in the Quebec market.

02 – Demonstrate the values and personality of Reitmans in the lives of its target audience by emphasizing its comfortable on-trend options, wide range of sizes and affordable pricing.

03 – Encourage Quebec’s traditional and digital media outlets to report on Reitmans in the short and long term, as well as enable the creation of influencer content to increase visibility on social networks on behalf of our guests.

Strategy

01 – Build momentum with the new collection, making it possible to reconnect Reitmans with Quebec media and influencers by focusing on what truly sets the brand apart: its heritage, approach to fashion and trendy products.

02 – Capitalize on the novelty factor and flagship products from the fall collection, with their modern lines and bright colours, to maximize reach (awareness) through traditional as well as new media (blogs/lifestyle news sites/content creators).

03 – Tell the Reitmans story and how the brand has evolved over nearly a century, from a women’s boutique on Montreal’s Saint-Laurent Boulevard to one of the country’s largest women’s specialty retailers.

04 – Organise a fun, Reitmans-themed event in keeping with its advertising campaign, during which media and content creators could get acquainted with or rediscover the brand while enjoying privileged access to the women at the company’s helm.

05 –  Treat guests to the Reitmans experience by offering them a gift card prior to the event, thus enabling them to show their brightest colours.

Results

Supported by public relations, Reitmans generated 16 mentions in Quebec media and 70 mentions on social networks, spotlighting the launch event and the new fall 2023 collection.

The entire campaign generated a total of 6,459,342 confirmed impressions from both influencers and media.

A great deal of content was created on social media on the night of the event, both by content creators as well as the media in attendance (Magazine Véro, ELLE Québec, Billie, Clin d’œil). After the event, new mentions poured in from the media.

Medias highlights 

. 16 recorded mentions
. 5,323,400 total impressions
. 100% of mentions included an image
. 100% of mentions referred at least once to key messages
. 83.3% of mentions redirected to the Reitmans website

Content creation

. 70 recorded mentions on social networks
. 1,135,942 total impressions
. 63% of mentions were stories
. 18.5% of mentions were reels
. 18.5% of mentions were photos

Noteworthy

Audrey Simard, makeover artist to the stars, shone on the red carpet at the 38th Prix Gémeaux Gala, wearing a colourful outfit from Reitmans’ new fall 2023 collection, thanks to a gift card offered in the lead-up to the event. 

Crédits

CLIENT | Reitmans

PUBLIC RELATIONS AND EVENT | Franchir

Proudly showcasing Radio-Canada’s iconic butterfly!

11 August 2023
Radio-Canada Fierté Montréal

Steadfast in its commitment to values such as inclusion and respect for diversity, Radio-
Canada proudly supports the Fierté Montréal Festival. It served as a ‘great partner’ for its most recent edition, which was held at the Olympic Park from August 9 to 13, 2023. On-site, Radio-Canada wished to position itself as a vibrant brand and generate buzz and excitement among festivalgoers and the
community.

Mandate

Radio-Canada chose Franchir to help create
and produce its activation around the butterfly –
Radio-Canada’s emblem and official signature
for all its major cultural partnership initiatives.

Objectives

01 – Build engagement with the Radio-Canada brand;Position Radio-Canada as a key partner of the Fierté Montréal Festival and Contribute to Radio-Canada’s standing as a cultural player that supports and embodies inclusion and diversity in everything it does, in keeping with its values.

02 – Create commitment and bring the brand to life in a participatory way, in interaction with festival-goers.

03 – romote photo taking and sharing (UGC) as a way to showcase Radio-Canada.

Concept

It is estimated that there are roughly 150,000 different butterfly species in the world. Each one has its own lifespan, although it’s never very long. The life expectancy of butterflies is extremely brief: from an hour to a few days. Just like our installation, which only runs as long as the Fierté Montréal Festival.   Fierté, much like butterflies, reflects a diverse environment, where each being expresses their own colour and identity. But it’s also an insect in constant flux, in a state of transformation.   Franchir thus proposes ÉPHÉMÈRE (“EPHEMERAL”), an installation that mirrors the LGBTQ+ community as well as Radio-Canada’s values of evolution, creativity and inclusion.  

Nikki Küntzle brings her singular vision of the butterfly to the project. More than a mere activation, our installation is intended to be both artistic and cultural, and to carry a message that transcends that of an institutional partnership. A freestanding, internally lit structure measuring 6 feet wide by 12 feet high and 4 feet deep brings the artist’s vision to life. The lighting doesn’t steal the show, but rather enhances the muralist’s creation. Everyone is invited to unfurl their very own butterfly or moth.

CREDITS

CLIENT | Radio-Canada

ACTIVATION | Franchir

ARTIST | Nikki Küntzle

PRODUCTION | Élément Numéro Six

PARTNER | Fierté Montréal