Catégorie: Public relations

Pour la 2e édition du Printemps des Vins et Spiritueux de miel du Québec, préalablement nommée la semaine des hydromels, l’Association des producteurs d’hydromels et d’alcools de miel du Québec (APHAMQ) a confié à Franchir le mandat d’élaborer et de déployer le plan de relations publiques de l’initiative. 

La stratégie proposée visait à mettre de l’avant le goût unique des produits alcoolisés à base de miel et sensibiliser la population à l’importance des fleurs, plantes, arbres et arbustes mellifères pour les abeilles grâce au mouvement Fleurir le Québec. L’édition 2024 marque également l’introduction d’une nouvelle marque collective : Les Vins et Spiritueux de miel Québec. Le résultat : une offensive ciblée et une couverture médiatique provinciale qui met en lumière les produits apicoles et l’importance de la protection des abeilles.

Positionner l’Association des producteurs d’hydromels et d’alcools de miel du Québec comme le leader dans la professionnalisation de l’industrie;

Sensibiliser la population à l’importance de rendre disponibles pour les abeilles, essentielles à notre travail, des fleurs, plantes, arbres et arbustes mellifères;

Démontrer que l’APHAMQ participe activement à la mise en place d’initiatives pour augmenter l’écosystème des abeilles et soutenir le terroir issu de la production de miel;

Faire rayonner les alcools de miel dans le cadre des activités de sensibilisation;

Encourager les médias à parler du Printemps des Vins et Spiritueux de miel du Québec, du mouvement Fleurir le Québec et des produits d’alcools de miel.

Mettre l’emphase sur la nouveauté: la nouvelle certification, le mouvement Fleurir le Québec, ses objectifs, pourquoi y participer et comment participer;

Miser sur les régions en mettant de l’avant les producteurs locaux pour sensibiliser les médias aux différences régionales de miel et de production afin de livrer des messages et des histoires authentiques. Que ce soit à travers des porte-paroles locaux, des témoignages et/ou des chiffres de chacune des régions;

Cibler les médias d’actualité, mais également les médias plus locaux et spécialisés en alimentation pour faire rayonner le projet, ces objectifs et faire connaître les ressources déployées par l’APHAMQ; 

Créer des occasions de découvrir les produits de miel, de les tester, mais également de rencontrer les producteurs pour mieux comprendre l’émergence des subtilités issues des fleurs et des saisons sur la production.

Avec l’appui des relations publiques, cette annonce des Vins et Spiritueux de miel du Québec a généré 118 mentions confirmées dans les médias du Québec. Le ton des publications et des mentions quantifiables était positif, rapportant les informations pertinentes liées à l’annonce ainsi qu’aux messages clés. 

L’ensemble de l’opération visant le rayonnement de l’annonce a généré un total de 15 262 892 impressions, ce qui fut un réel succès.

L’édition 2024 du Printemps des Vins et Spiritueux de miel du Québec a eu une belle visibilité dans les médias du Québec. Les porte-paroles ont prêté leur voix au rayonnement de la campagne en accordant 12 entrevues.
Les porte-paroles du Printemps des Vins et Spiritueux de miel du Québec sont évoqués dans 75 % des mentions.

Imprimé : 1 % des mentions

Radio : 21 % des mentions

Télévision : 64 % des mentions

Web : 14 % des mentions

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.

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.

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. 

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.

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.

In 2023, the Jean Lapointe Foundation’s 28 Days Sober Challenge celebrated its 10^th 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. 

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

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. 

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

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%).

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.

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

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. 

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.

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.

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. 

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.