Catégorie: Events

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

29 January 2024

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

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 38^th 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

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.