Catégorie: Public relations

Signature Design Communication Becomes PXP

16 August 2024

Context

Following a family succession process, the multidisciplinary and integrated design firm, Signature Design Communication (SDC), has embarked on a rebranding journey, placing people at the core of its positioning.

Mandate

Thus, as of February 2024, SDC has become PXP to emphasize two essential components of its service offering: People and Places (PXP).

For this milestone, PXP enlisted the services of the agency Franchir to support them in amplifying this strategic shift, including public relations efforts. This report aims to present the visibility outcomes resulting from this media campaign.

Objectives

Primary Objective
Position PXP as the go-to partner for enhancing urban and public experiences for communities.

Showcase PXP’s added value by highlighting its expertise while demonstrating a value system, know-how, and interpersonal skills that resonate with target audiences. Share the company’s recent successes by focusing on the people behind PXP, particularly emphasizing the family succession led by Vincent.

Encourage target audiences to talk about PXP, especially within interest communities, media outlets, and the business ecosystem. As a ripple effect, encourage target audiences to consider PXP in RFPs, thereby increasing sales and supporting sustainable growth.

Results

With the support of public relations efforts, PXP secured 11 confirmed media mentions and 3 upcoming features in Quebec media, highlighting its new positioning and the family business succession. The entire campaign generated a total of 4,378,000 impressions, marking a significant success.

  • 100% of the mentions were neutral or positive in tone.
  • 14 confirmed media mentions.
  • More than 4,400,000 total impressions.
  • 1 interview conducted by the spokesperson.
  • 85.7% of the mentions included an image.
  • 100% of the mentions featured at least one key message.
  • 90.9% of the mentions named the spokesperson.

Credits

CLIENT | PXP
PUBLIC AND MEDIA RELATIONS | Franchir

Intersand: Sensational Results Exceeding Expectations!

8 August 2024
Bannière Intersand

Introduction

For over 30 years, Intersand has been dedicated to developing the best products using best practices to ensure a long and healthy life for our pets.

Franchir was entrusted by Intersand to increase awareness of one of its products, OdourLock MaxCare litter. The mandate involved raising public awareness and informing them about the features and benefits of this innovative product, which incorporates patented Blücare technology to detect potential health issues in cats.

A two-phase influencer marketing strategy was implemented. During the first phase, press kits were sent to influencers to spark initial interest and engagement.

This case study focuses on the second phase: an influencer marketing campaign designed to boost product awareness in Quebec and Ontario.

Objectives

Secure social media reach and maintain message control.

Amplify messages to maximize engagement and drive clicks to the website.

Create content for Intersand’s social media platforms.

Strategy

The strategy for this campaign was to collaborate with content creators who demonstrate unconditional love for their cats, naturally showcasing them on their platforms.

Influencers were invited to feature their cats in entertaining and authentic content that resonated with their communities. The goal was to highlight the various features of OdourLock MaxCare litter organically, focusing on its ability to detect health issues in an educational or humorous way.

The strategy combined the influencers’ creativity with a clear brief provided by Franchir, ensuring that the posts conveyed the campaign’s key messages in a natural, engaging, and effective manner. The content, including TikTok videos, Instagram Reels, and Stories, was carefully crafted to captivate the audience.

The influencer-created content was approved before publication and amplified by the brand once live. This approach allowed Intersand to reach a broader audience, connect with its target market, increase brand awareness, and remain top of mind.

Results

Global results

  • 7,029,276 impressions
  • 368,995 engagements
  • Cost per thousand impressions (CTI): $2.63
  • Average engagement rate: 5.25%

Ontario

Results for @HeyItsGingerAndPepper

  • 6,807,876 impressions
  • 365,730 engagements
  • CTI: $1.46
  • Average engagement rate: 5.37%

Quebec

Results for @GirlyAddict

  • 154,400 impressions
  • 2,682 engagements
  • CTI: $35.62
  • Average engagement rate: 2,2%

Results for @JulieMunger

  • 67,300 impressions
  • 2,682 engagements
  • CTI: $44.57
  • Average engagement rate: 1,1$

Highlights

The results speak for themselves: @HeyItsGingerAndPepper alone achieved 6,807,876 impressions, significantly reducing the campaign’s average cost per thousand impressions (CPM) to $2.63. For comparison, typical CPMs are often around $50. This campaign was, therefore, a massive success!

Qualitative Objectives Achieved:

  • Brand Recognition: OdourLock MaxCare and its Blücare technology benefited from strong brand recognition, with multiple mentions in the opening seconds of Reels and TikTok videos.
  • Key Messaging Delivered: The video format allowed the integration of key messages, highlighting product features and benefits. The product’s ease of use and effectiveness were well-demonstrated.
  • Entertaining Content Triumphs:
    In 2024, the most effective way to capture users’ attention is to stand out by entertaining them. Humorous content, enriched with storytelling, far outperforms purely promotional or educational content that simply delivers key campaign messages.

This approach not only conveys the key messages in a more engaging way but also creates memorable experiences that resonate deeply with the audience over time.

DépistaFest 2024: A Record-Breaking Edition!

16 July 2024
DépistaFest 2024

Introduction

Launched in 2021 as a pilot project, DépistaFest returns stronger than ever in 2024 for its fourth edition. It is the first (and only!) major festival dedicated to STI testing in Quebec, aiming to open the dialogue around testing, fight stigma, and encourage healthy habits.

In 2024, DépistaFest is designed as a vibrant testing event and a collective celebration of all types of sexuality! The goal is to create a memorable experience while discussing sexual health and promoting the best testing solutions for everyone. As a large-scale awareness campaign, Club Sexu aims to position the DépistaFest website as the go-to resource for STI information in Quebec.

Objectives

  • Inform adults from 18 to 34 about the importance of getting tested.
  • Position DépistaFest as the only major STI testing festival in Quebec.
  • Establish Club Sexu as a creative non-profit media outlet dedicated to education.
  • Tell a story to normalize and destigmatize testing, leveraging Club Sexu’s expertise.
  • Encourage media and social media platforms to speak positively about DépistaFest 2024, ultimately driving the target audience to get tested through initiative partners.

Strategy

Leverage data and statistics to highlight the importance of the event and challenge negative perceptions associated with testing.

Promote the DépistaFest website as the perfect tool for taking care of sexual health, emphasizing its user-friendly platform.

Collaborate with positive ambassadors and influencers to amplify key messages.

Results

With the support of public relations efforts, we secured 140 confirmed media mentions across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information related to the announcement and key messages.

The entire campaign generated a total of 15,950,043 impressions, marking a significant success. The 2024 edition of DépistaFest achieved widespread visibility in Quebec media. The spokespersons amplified the campaign’s reach by participating in 27 interviews.

  • 140 media mentions
  • 15,950,043 total impressions
  • 27 interviews conducted
  • Campaign efforts targeted both regional and provincial levels
  • 98% of mentions included at least one key message
  • 71% of mentions featured a spokesperson quote
  • 54% of mentions included an image

Honey spirits and wines: Spark(l)ing the Curiosity of Quebecers

19 June 2024

Introduction

For the 2nd edition of the Printemps des Vins et Spiritueux de Miel du Québec, formerly known as the Semaine des Hydromels, the Association des producteurs d’hydromels et d’alcools de miel du Québec (APHAMQ) entrusted Franchir with the mandate to design and execute the public relations plan for the initiative.

The proposed strategy aimed to highlight the unique taste of honey-based alcoholic beverages and raise awareness about the importance of melliferous flowers, plants, trees, and shrubs for bees through the Fleurir le Québec movement. The 2024 edition also marked the launch of a new collective brand: Les Vins et Spiritueux de miel Québec.

The result: a targeted campaign and province-wide media coverage that showcased honey-based products and underscored the critical importance of protecting bees.

Objectives

Promote honey-based alcoholic beverages as part of awareness activities.

Raise awareness about the importance of providing melliferous flowers, plants, trees, and shrubs for bees, which are essential to their work.

Showcase APHAMQ’s active participation in initiatives aimed at enhancing bee ecosystems and supporting honey-based terroir production.

Position the APHAMQ as the leader in the professionalization of the industry.

Encourage media coverage of the Printemps des Vins et Spiritueux de Miel du Québec, the Fleurir le Québec movement, and honey-based alcoholic products.

Strategy

Franchir created a four-pronged strategy to attain the objectives mentioned above:

  • Emphasize the new elements, such as the new certification and the Fleurir le Québec movement, highlighting its objectives, the benefits of participation, and how to get involved.
  • Focus on regional differences by showcasing local producers to raise awareness among media about the variations in honey and production across regions. Deliver authentic messages and stories through local spokespersons, testimonials, and regional statistics.
  • Target news media, as well as local and food-focused outlets, to increase the visibility of the project, its goals, and the resources deployed by the APHAMQ.
  • Create opportunities for audiences to discover and taste honey-based products while meeting producers to better understand how floral diversity and seasonal changes influence production nuances.

Results

With the support of public relations efforts, the announcement of Vins et Spiritueux de miel du Québec garnered 118 confirmed media mentions across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information about the announcement and key messages.

The entire campaign aimed at increasing visibility generated a total of 15,262,892 impressions, marking a significant success.

The 2024 edition of the Printemps des Vins et Spiritueux de miel du Québec achieved strong media coverage in Quebec. Spokespersons played a key role in amplifying the campaign’s reach by participating in 12 interviews, and they were mentioned in 75% of the coverage.

Media Mentions by Type

  • Print: 1% of mentions
  • Radio: 21% of mentions
  • Television: 64% of mentions
  • Web: 14% of mentions

Highlights of Media Mentions

  • 15,262,892 total impressions
  • 118 media mentions
  • 12 interviews conducted by a spokesperson
  • 75% of mentions included a spokesperson’s name
  • 64% of mentions were on television

Défi 28 jours sans alcool 2024 : Our ambassadors support the cause

25 April 2024

For the 11th edition of the Défi 28 jours sans alcool, the Fondation Jean Lapointe entrusted Franchir with the task of rethinking public relations for its famous fund-raising campaign.
To broaden the reach of the Défi, Franchir opted for a diversified offensive, optimizing the network of spokespersons with the intention of better representing social diversity and sharing a variety of stories. With the introduction of 8 carefully selected ambassadors, the message’s reach exploded.

Objectives

  • Position the Défi 28 jours sans alcool as a landmark fundraiser in Quebec.
  • Increase awareness and familiarity with Mr Jean Lapointe’s work (the Maison and the Fondation), the cause and its attributes.
  • Generate engagement and conversation around the Défi and the spokespersons and ambassadors, and raise awareness about addiction issues.
  • Generate consideration for the Défi, and in turn, donations and registrations.

Strategy

  • Increase the percentage of participant and team renewals.
  • Stimulate new registrations, motivate early registrants and raise awareness for the cause.
  • Leveraging sponsorship and registration in regions, raising awareness for the cause among participants and the general public, and stimulating regional involvement.

Results

With the support of public relations and media partners, Franchir generated 3,220 confirmed media mentions in 2024, highlighting the Défi 28 jours sans alcool and the Fondation Jean Lapointe‘s cause. This represents a 202% increase over 2023 results.

The entire operation generated an estimated 250,000,000 impressions, which was a real success.

The Ambassadors

To extend the reach of the Défi, the 2024 edition included the addition of 8 public personalities as ambassadors. They lent their voices to the campaign, giving 101 interviews and generating over 470,000 impressions on social networks.
The entire program generated an average engagement rate of 6.91% – the average is usually 2% – which was a real success!

Mentions of the ambassadors

The Défi’s ambassadors and spokespersons are mentioned in 51% of the coverage.

Mentions in the media

53% of mentions contained the full phrase “Défi 28 jours sans alcool“.

Mentions by media type

In 2024, nearly 78% of mentions of the 28-Day Alcohol-Free Challenge were on the radio, thanks in particular to media partners Cogeco and RNC Media.

  • Print: 2% of mentions
  • Radio: 78% of mentions
  • Television: 5% of mentions
  • Web: 15% of mentions

Highlights

  • 101 interviews given by one of the spokespersons or ambassadors
  • 51% of mentions contained the name of a spokesperson or ambassador
  • 53% of mentions contained the full phrase “Défi 28 jours sans alcool“
  • 43% of mentions contained the name of the Fondation Jean Lapointe
  • 78% of mentions of the Défi 28 jours sans alcool were on the radio

DepistaFest 2023, an edition that really hit the spot

30 January 2024
Club Sexu - Dépistafest 2023

Is it possible to get tested for STIs and take pride in it? Club Sexu’s DépistaFest answered a resounding yes, and so did the media! This resulted in 57 media mentions and nearly 10M impressions.

Because getting tested should be a celebrated practice, Club Sexu launched DépistaFest in 2021 as a pilot project. It became Quebec’s only major sexually transmitted and blood-borne infection (STBBI) screening festival. The project aims to destigmatize and normalize routine screening, as well as encourage good sexual health practices, particularly among 18-to-35-year-olds.

This year, DépistaFest 2023 moved from words to action with its ambition of setting a collective record of 1,000 people who would take and self-report their STBBI screening appointments on the depistafest.ca website.

FRANCHIR was thus tasked with managing and carrying out the festival’s public relations, inviting all of Quebec to the same party: one that lets you safely get your kicks.

Objectives

01 – Position DépistaFest and Club Sexu as experts in positive and playful sexual health

02 – Sensitize 18-to-34-year-olds to the importance of regular screenings, as a way to normalize and destigmatize testing.

03 – Encourage influencers and the media to talk about Dépistafest 2023, and, in turn, motivate target audiences to take part in the collective screening record on its website.

Strategy

Our mandate was mainly focused on media relations.

01 – Build momentum via this record to sustain media relations before and after DépistaFest;

02 – Leverage the latest data on STIs in Quebec to underscore the importance of the event and of getting tested;

03 – Personalize our media relations, particularly at the regional level, and according to angles such as lifestyle or health and society, all thanks to exclusive angles;

04 – Highlight the community and collective aspect of the project by calling on a variety of spokespeople, selected according to opportunities. 

Results

Supported by public relations, we generated 57 confirmed media mentions during the first two weeks of June , thus showcasing DépistaFest 2023 and Club Sexu’s mission.

The entire campaign generated a total of 8,945,400 impressions, surpassing our growth targets from the previous year.

Highlights

  1. 8,945,400 total impressions;
  2. 57 media mentions;
  3. 11 interviews with a spokesperson;
  4. 88% of mentions contained a spokesperson’s name;
  5. 100% of mentions referenced one of the key messages;
  6. 28% of mentions directed to the website (call-to-action);
  7. 54% of mentions featured an image;
  8. 65% of mentions came from national media.

Fun fact!

Crédits

Client | CLUB SEXU

Public relations | FRANCHIR 

2023

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

28 Days Sober Challenge

17 April 2023

In 2023, the Jean Lapointe Foundation’s 28 Days Sober Challenge celebrated its 10th anniversary. To this day, very few non-profit organizations can lay claim to having such a long-lasting and high-profile fundraising campaign. Ten years is a milestone – a golden opportunity to look back while also looking to the future. 

On this occasion, FRANCHIR was tasked with managing and carrying out public relations for the 28 Days Sober Challenge. 

Objectives

Demonstrate the Challenge’s impact by leveraging numbers (and statistics), most notably through its platform; 

Position the 28 Days Sober Challenge as a standout fundraiser in Quebec;

Increase public awareness and familiarity with the Jean Lapointe organization (House and Foundation), its purpose and attributes;

Ignite conversations in the media and word-of-mouth in the public sphere;

Generate interest and spark conversation about the Challenge as well as its spokespersons and ambassadors (suggested stories);

Generate goodwill for the Challenge, and in turn, drive donations, registrations and more to the Foundation.

Strategy

Tell the story of how far the Challenge has come over 10 years to illustrate its impact, as well as lay out its future vision;

Maximize reach (awareness) through traditional media as well as new media (blogs/lifestyle news sites);

Build momentum to ensure community engagement (before, during and after);

Tailor communications to different geographic and cultural segments.

Capitalize on novelty and emotions to drive the Challenge experience and create a sense of urgency;

Results

With the support of public relations, we generated 1,066 confirmed media mentions in 2023, highlighting the 28 Days Sober Challenge and the Jean Lapointe Foundation’s mission.

The overall operation generated a total of 154,721,207 impressions, which was a resounding success. 

Highlights

  1. 1,066 media mentions
  2. 154,721,207 total impressions
  3. 100 interviews with one of the spokespersons
  4. 31% of mentions contained a spokesperson’s name
  5. 99% of mentions used the term 28 Days Sober Challenge
  6. 92% of mentions referenced key messages
  7. 50% of mentions directed to the website (call-to-action)
  8. 38% of mentions featured an image

Mentions of spokespersons

The 28 Days Sober Challenge spokespersons were brought up in 31% of mentions.

Louis-Raymond Maranda, CEO of the Jean Lapointe Foundation, was mentioned most often in the media (36%), followed by Anne Elizabeth Lapointe (29.5%).

Mentions of key messages

The vast majority of mentions (92%) referenced one of the key messages.

Just over half (50.3%) of mentions contained a call to action: either an action verb or a redirect link to the Challenge website.

Mentions by media type

In 2023, nearly 65% of mentions of the 28 Days Sober Challenge were on the radio. 

Print: 25 mentions

Digital: 18 mentions

Radio: 691 mentions

Television: 106 mentions

Web: 226 mentions

India Rosa Griffintown

15 March 2023

On the strength of its success in Montreal’s Plateau Mont-Royal neighbourhood, India Rosa officially opened a brand-new branch in Griffintown on January 11, 2023.

The new restaurant has all the ingredients that contributed to its renown – a laidback and unique atmosphere, an Indian fusion menu and cocktails – but now presented in a larger space that can accommodate up to 200 people.

To mark the occasion, FRANCHIR was tasked with inviting public figures, media representatives and influencers, as well as publicizing news of the opening in the public sphere. 

To mark the occasion, FRANCHIR was tasked with inviting public figures, media representatives and influencers, as well as publicizing news of the opening in the public sphere. 

Objectives

01 – Position India Rosa as THE brunch and dinner destination in Griffintown.

02 – Showcase India Rosa’s added value for foodies by leveraging its distinguishing features, including its ambiance, menu and more.

03 – Incentivize target audiences to talk about India Rosa, especially in the media and ecosystem, and encourage them to consider the restaurant on their next outing.

Public relations strategies

We carried out a classic press campaign involving three (3) distinct steps: media invitation, launch, post-launch.  

  1. BEFORE – We invited the media and influencers, as well as a few public personalities who call Griffintown home, to the opening night as a way to publicize the new location. We also targeted some vegetarian notables, considering that Indian cuisine is known for its meatless dishes. 
    We also negotiated a spot on WKND radio’s lunchtime program, during which one of the restaurant’s co-owners served and presented the menu to the team of hosts consisting of Geneviève Hébert Dumont, Pascal Morissette and Marc-Antoine Nunez.
  2. DURING – As part of the event, held in a 6 to 8 p.m. format, the media and influencers met the chef and owners, and left with a small gift from the establishment that evoked its Indian origins.
  3. AFTER – The very next day, a press release was sent out to relevant media and journalists, particularly in the lifestyle, design and architecture, restaurant and business categories, to maximize the story’s reach. Several pictures were also made available to extend the impact of our efforts.

Results

With the support of public relations, we generated 25 confirmed media mentions, highlighting the opening of INDIA ROSA Griffintown. 

The overall operation generated a total of 10,032,889 impressions, which makes it a success. 

Highlights

  1. 24 media mentions, including La Presse, Zeste, MTL Blog, Narcity, Silo 57.
  2. 10 million total impressions 
  3. 90% of mentions included the website.
  4. 80% of mentions featured an image.
  5. 80% of mentions referenced key messages. 
  6. 50% of mentions contained a spokesperson quote.

Thanks to the support of public relations, we welcomed over 20 public personalities and influencers on opening night, such as Dany Turcotte, Ludivine Reding, Richardson Zephyr, PO Beaudoin and Pascal Morrissette.

All these public personalities published stories over the course of the evening. The sum of their respective communities amounts to more than 700,000 impressions. 

Highlights

  1. Average of 3 stories per person 
  2. 710,000 total impressions
  3. 90% of stories included links to India Rosa’s social media.