To launch its Spring 2025 collection, Hyba embraced a unique and inclusive approach. Designed to inspire movement and spark moments of well-being, the collection was unveiled during an event at Studio Milan, where journalists, stylists, and content creators were invited to experience an aerial yoga session while immersing themselves in the brand’s world. Franchir orchestrated this gathering with a focus on authenticity, experience, and human connection.
OBJECTIVES
Introduce the Spring 2025 collection in an experiential and memorable setting.
Create a direct connection between the brand, journalists, and content creators.
Generate organic social media posts.
Provide exclusive access to the design team behind the collection and the leadership team at Reitmans/Hyba.
Strategy
Targeted guest list: Over forty individuals approached, including fashion journalists, stylists, and content creators.
Immersive concept: An aerial yoga evening set in a calming, inspiring space, with a live harpist providing the soundtrack.
Create a wow effect: Offer a unique activity to spark guests’ curiosity and take them out of their comfort zone.
Key connections: Exclusive access to Hyba’s design team and Reitmans’ leadership.
Logistical incentives: Strategic timing (Tuesday evening), short event duration, and Uber codes provided for transportation in Old Montreal.
For nearly 35 years, Tel-jeunes has been there for Quebec teens, guiding them through their discoveries, first experiences, questions, and challenges by providing an environment tailored to their real needs.
With the significant evolution of the philanthropic sector in recent years, nonprofit organizations like Tel-jeunes must now more than ever communicate their initiatives to showcase their impact, generate support, and maintain an active role in the lives of their target audiences.
In this context, the organization turned to Franchir’s expertise to integrate a strategic public relations component into its communication efforts. This collaboration aims to strengthen Tel-jeunes’ positioning as a key reference and trusted ally for teens in the public sphere.
OBJECTIVES
NOTORIETY Position Tel-jeunes among 12-17-year-olds as the expert in help-seeking and a trusted ally for teenagers in Quebec, while raising awareness among both young people and their support network about the services offered.
ENGAGEMENT Showcase Tel-jeunes’ expertise and highlight the organization’s contribution to the teen cause, particularly by leveraging its knowledge to inform, implement initiatives, and demonstrate its concrete commitment to youth.
LOYALTY Encourage media and influencers to speak positively about Tel-jeunes and proactively seek its expertise to deepen discussions on youth mental health issues. As a result, increase grants and support for Tel-jeunes’ initiatives while encouraging 12-17-year-olds to use its services.
GAME PLAN | STRATEGY
To achieve these objectives, Franchir developed and implemented a strategy based on four key pillars.
Implementation of proactive press relations initiatives throughout the year to support Tel-jeunes’ communication strategy and strengthen its positioning as an expert.
Launch of the 2024 Ambassador Program, including the selection and management of six content creators approved by Tel-jeunes’ youth committee.
Design, production, and coordination of a province-wide tour in October 2024 to connect with young people across Quebec: La Tournée Tj
Establishment of media monitoring to build public affairs intelligence and respond when relevant.
RESULTS
With the support of public relations, Tel-jeunes generated 1,364 confirmed media mentions in Quebec in 2024, highlighting the organization or one of its spokespersons and key messages, including prevention, mental health, education, sexuality, youth, and support services for parents.
These initiatives resulted in a total of 268,023,262 impressions, making it a resounding success!
HIGHLIGHTS
1,364 media mentions
268,023,262 total impressions
28.7% of mentions cited a spokesperson
90.68% of mentions included at least one key message
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.
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