Catégorie: Public relations

A Boreal Banquet by the Producteurs de bleuets sauvages du Québec

3 March 2026

Context

To help the Producteurs de bleuets sauvages du Québec reignite local visibility for the berry, the idea of a Boreal Banquet was born. An immersive experience celebrating the uniqueness and richness of Québec’s wild blueberry, where boreal nature, refined gastronomy and a fully sensory universe came together.

In February 2026, guests were immersed in a warm, terroir-inspired atmosphere from the moment they arrived. From the very first cocktail (or mocktail), we introduced a multisensory journey built around boreal flavours.

A four-course gastronomic menu was served to 24 attendees, including partners of the Wild Blueberry Producers of Québec, media representatives and content creators. The experience was designed as a full exploration of the blueberry in all its forms, with each course revealing an unexpected facet of the fruit, showcasing its aromatic complexity, vibrant colour and untamed character.

To extend the experience beyond the evening, curated gift bags were presented at the end of the event, encouraging continued discovery at home while generating post-event content.

Objectives

  • Showcase Québec’s wild blueberry through its versatility, untamed character and distinctive flavour.
  • Reignite visibility for Québec’s wild blueberry
  • Create a powerful sensory immersion around this emblematic berry from Québec’s terroir.
  • Drive authentic and organic content creation.

Stratégy

  • Immersive boreal concept: transform an urban venue into a wintery, boreal setting reflecting the natural environment of Québec’s wild blueberry.
  • Fluid programming: balance tasting, conversation, discovery and content creation opportunities.
  • Targeted guest selection based on credibility and amplification potential.

Results

Just two weeks after the event, more than 96 mentions had been recorded across social media and media outlets, generating a potential reach of 2,169,407 impressions.

On social media alone, 94 posts were published, generating a potential reach of 1,827,407 impressions.

From a media relations perspective, the popular magazine Châtelaine featured the delicious recipe for honey cheesecake with wild blueberry compote on its website and in its newsletter, generating a total of 342,000 impressions.

We can also anticipate four additional media mentions in the coming weeks, which are expected to generate an additional 1,855,000 impressions.

Highlights

Content volume:

  • 94 posts recorded
  • Impressions (views): 1,827,407
  • Reach (number of followers): 848,697
  • 100% of influencers published content
  • 86.2% of the content was published on Instagram

Format distribution:

  • 70.2% of the content was published as stories
  • 23.4% of the content was published as photos
  • 6.4% of the content was published as videos (Reels or TikTok)

Credits

Client | Les Producteurs de bleuets sauvages du Québec 

Conception and event production | Agence Franchir

Public relations | Agence Franchir

Video | Étienne Brière

Caterer | Rhubarbe 

Flower arrangements| Flori Flora

Technical production | Boréal technique

Two Seasons, One Shared Invitation: Discover Local Spirits.

4 February 2026

Context

Distilleries du Québec play a key role in agrotourism and in promoting locally made products. In a context of increased competition, the challenge was to raise awareness of the producers, their expertise, and the diversity of their offerings, while encouraging discovery both on the ground and at point of sale.

Assigned to support the positioning and media visibility of these initiatives, Franchir implemented a strategy combining media relations, collaborations with content creators, and amplification across social media.

This experience and discovery driven approach generated high-quality media coverage, reached complementary audiences, and maximized the impact of the campaigns in terms of both awareness and engagement.

Objectives

Highlighting
the importance of distilleries in regional development.

Encourage media and influencers
to visit microdistilleries, discover the production process, and taste local expertise, while inspiring the public to do the same.

Showcase
Québec distillery products through original and engaging initiatives.

Strategy

Franchir deployed a public relations strategy centered on experience and content.

The summer initiative revolved around a signature object, the shaker, used as a lever to tell the story of distilleries as agrotourism destinations.

The holiday campaign, in turn, focused on targeted shipments of the discovery gift set to media and content creators in order to generate authentic, organic content.

In both cases, priority was given to the complementary use of traditional media and social platforms.

Results

Results for the Shaker campaign

  • 32 media mentions
  • 7,778,673 impressions
  • 5 coordinated interviews

Results for the Discovery Gift Set campaign

  • 29 media mentions
  • 14,615,182 impressions
  • 100% of mentions included a link to the SAQ


The media coverage went beyond mere product promotion to establish a broader narrative around the role of distilleries. Interviews, site visits, and editorial content highlighted the expertise, creativity, and journeys of the distillers, fostering a human, embodied approach rather than an institutional tone.

The quality of the experiences offered and the products sent generated spontaneous, repeated, and unpaid coverage, reflecting genuine interest in the brand and its universe.

Highlights

  • 22,393,855  impressions were generate across local and national media.
  • 849,196 potential impressions were generate through social media.

Credits

Client | Distilleries du Québec

Public and media relations, influencers and content creators relations | Franchir

Oh ouiii – célébrer les bons coups en matière de santé sexuelle

22 January 2026

Contexte

Malgré une plus grande ouverture sur les enjeux de sexualité, le port du condom et le dépistage des Infections transmissibles sexuellement et par le sang (ITSS) tendent à être relégués au second plan chez les jeunes adultes. À l’automne 2025, le Club Sexu souhaitait relancer la conversation et rappeler l’importance de ces gestes de prévention, sans culpabilisation ni tabou. Oh ouiii est née de ce désir de célébrer une santé sexuelle positive, inclusive et assumée.

Objectifs

Accroître la notoriété du Club Sexu et faire connaître ses services, tant dans les milieux collégiaux que dans le réseau de la santé et auprès du grand public.

Faire connaître l’initiative Oh ouiii au plus grand  nombre d’étudiant·e·s et d’intervenant·e·s dans les établissements d’enseignement collégiaux et les professionnel·le·s issus de la santé publique du Québec.

Renforcer l’importance du condom en déconstruisant des mythes entourant son utilisation et dédramatiser le dépistage grâce à une approche ludique, inclusive et ancrée dans la réalité des jeunes.

Stratégie

La stratégie reposait sur une approche intégrée combinant relations publiques et influence. Un angle éditorial positif et rassembleur a été privilégié, soutenu par une offensive médiatique percutante et des collaborations avec des créateur·trice·s de contenu afin de rejoindre les jeunes adultes de façon authentique et pertinente.

Résultats

Résultats globaux de la campagne

L’ensemble des efforts de relations publiques et de visibilité sur les réseaux sociaux représente plus de 3 724 275 impressions totales en lien avec la campagne Oh ouiii.

Résultats de relations publiques

Avec l’appui des relations publiques, nous avons généré 91 mentions confirmées dans les médias du Québec totalisant une portée de 2 684 900 impressions. Les porte-paroles ont contribué au rayonnement de la campagne en accordant 13 entrevues.

Faits saillants : 

  • 2 684 900 impressions dans les médias locaux et nationaux
  • 91 mentions confirmées dans les médias du Québec, dont Fugues, Le Soleil, Le Quotidien et Radio‑Canada
  • 13 entrevues accordées

Résultats de marketing d’influence

Le volet marketing d’influence et de visibilité sur les réseaux sociaux représente près de 18 055 engagements générés.

Faits saillants : 

  • 18 055 engagements générés 
  • 1 039 375 impressions potentielles
  • 4 collaborations rémunérées

Crédits

Client | Club Sexu

Relations publiques, médiatiques et avec les créateur·trice·s de contenu | Franchir

Alloprof, always there to support Québec’s students, parents, and teachers!

9 December 2025

Contex

For the 2025 back-to-school season, Alloprof mandated Franchir to highlight its role as an ally and key educational resource for three specific audiences in Québec:

  • High school students
  • Parents of elementary and high school students
  • Teachers

After an in-depth analysis of these audiences, Franchir proposed a comprehensive campaign integrating public relations, influencer marketing, and media placement. A great challenge—each audience required a personalized approach tailored to its needs and habits.

Colorful ads aligned with Alloprof’s brand, toolkits, and unconventional influencer messaging helped us reach audiences by speaking their language.

Public relations were leveraged to deliver key messages: supporting parents in their child’s learning journey, and providing teachers with a selection of tools to start the school year on the right foot.

In influencer marketing, creators were selected to project a sense of group spirit and mutual support, encouraging young people to turn to Alloprof during team projects or individual study sessions.

Objectives

Position Alloprof as Québec’s academic success ally, helping to lighten the load for parents from the very start of the school year thanks to its tools such as online exercises, educational games, and live chat with a teacher.

Embed Alloprof into the daily routine of students, parents, and teachers so that using its tools becomes second nature for each of them.

Strategy

In order to reach the target audiences identified by Alloprof, various methods were deployed throughout this major campaign.

For our student audience, we partnered with four popular Québec content creators who frequently collaborate with one another. Marie-Anne Farley, Gabriel Gagnon, Aly Brassard, and Shahin Ouest helped establish a sense of community around Alloprof.

This approach allowed us to reach their audiences authentically and integrate more naturally into their usual content.

The collaborative aspect and group spirit promoted through these partnerships enabled us to connect with each creator’s audience in an authentic way and fit seamlessly within their typical creative universe.

Across four videos published on social media, the creators shared engaging, entertaining content highlighting the wide range of resources Alloprof offers to support students throughout the school year.

Parents, meanwhile, were proactively reached through regional and national media outlets.

The strategy also included elevating spokespersons through targeted interview opportunities and leveraging key data and statistics to demonstrate Alloprof’s concrete impact on students, parents, and the broader educational ecosystem.

The messages encouraged parents to (re)discover Alloprof’s resources to support their children with homework—or to lighten their load by using fun learning tools that foster greater autonomy.

Finally, teachers were introduced to helpful new resources and invited to download a dedicated toolkit via Québec podcasts, specialized Facebook groups, and press articles.

Results

The back-to-school campaign achieved widespread visibility across the web, social media, podcasts, and traditional media. In total, 34 million impressions were generated across the campaign’s three components—far exceeding the initial objectives.

Media placement allowed us to reach Alloprof’s three priority audiences through a variety of formats: audio messages, as well as static and animated visual ads.

On the public relations front, our initiatives secured mentions in several well-known traditional media outlets. Through the podcast seeding approach, hosts discussed Alloprof’s featured back-to-school tool, and that same resource was shared in seven relevant Facebook groups, generating 210,360 potential impressions.

Finally, in influencer marketing, the four content creators published collaborative content spotlighting Alloprof’s services and tools available to students. This campaign component alone generated 1,316,400 impressions.

In numbers

Nearly 34 million impressions generated through public relations, influencer marketing, and media placement initiatives.

Media Placement

  • 3,484,212 impressions across our three target audiences
  • 95.15% completion rate on audio messages

Public Relations

  • 179 mentions across media outlets, podcasts, and Facebook
  • 26,423,659 total impressions
  • 13 interviews given by spokespersons

Influencer Marketing

  • Over 1,316,400 impressions
  • More than 50,000 engagements across platforms, for an average engagement rate of 3.74%

Credits

Client | Alloprof
Creative and media | Franchir and Alloprof
Public relations, media relations and content creator relations | Franchir

A Bone-A-Fide Launch for Olymel

10 June 2025

introduction

In April 2025, Franchir teamed up with Olymel to create a signature event celebrating the brand’s refreshed positioning. New products, culinary innovations, and the expertise of Olymel’s specialists took center stage—highlighting the company’s local pride and the quality and flavor of its pork offerings.

To mark the launch, Olymel brought together media and content creators for a hands-on cooking workshop led by corporate chef Marc Laroche and orchestrated by the Franchir team. Guests—well-known figures from the lifestyle and foodie scenes—came together for an event that was truly Bon à l’os

Objectives

  • Showcase Olymel’s new products, including the T-bone pork chop and chimichurri pork flank steak.
  • Demonstrate how to cook Olymel products to their full potential.
  • Create a highly Instagrammable experience!
  • Put up an event that felt both grand and intimate.

Gameplan

  • Bring together media and content creators to unveil Olymel’s latest innovations and new products, including the T-bone and chimichurri pork flank steak.
  • Engage select foodie and lifestyle creators to ensure high-quality content on social media and reach diverse target audiences.
  • Introduce the Olymel team behind the new products and showcase various cooking and preparation techniques for the new pork cuts, guided by corporate chef Marc Laroche.
  • Extend the Olymel experience at home: guests left with a curated gift box featuring Olymel products, easy and delicious recipes, and a custom BBQ-scented candle.
  • Distribute a press release to media outlets, particularly in lifestyle, food, agri-food, and business sections, to amplify the reach of the announcement.
  • Deliver gift boxes to additional relevant content creators in the days following the event.

results

  • The combined public relations and social media visibility efforts generated over 11,232,260 total impressions.
  • There were 109 media mentions, including coverage in L’actualité Alimentaire, Noovo moi, La Terre de chez nous, Samy Rabbat, La Presse, Magazine 7 Jours, and more.
  • In total, 8,109,357 impressions were recorded across local and national media.
  • On social media, the influencer campaign generated 3,122,903 potential impressions.

Credits

Client | Olymel

Public relations and experiential event | Franchir

Cooking workshop | Ateliers & Saveurs

Photography | Elizabeth Gartside

A New Era for Local Business Transfers, Powered by Repreneuriat Québec!

9 June 2025

Context

With nearly 50,000 Quebec businesses expected to undergo ownership transfers within the next five years, Repreneuriat Québec is entering a new chapter—unveiling a bold new identity and expanding its service offering to provide concrete solutions to a major economic challenge and support the prosperity of tomorrow.

Franchir was entrusted with maximizing media visibility for the initiative and organizing the launch event. The results: over 18 million impressions, province-wide coverage, and strong, sustained media interest.

Objectives

  • Announce the CTEQ’s brand transformation.
  • Position Repreneuriat Québec as the Quebec leader in business succession.
  • Leverage data to demonstrate the impact and importance of business transfers in the province.
  • Show how Repreneuriat Québec supports the local economy through its cutting-edge advisory services.
  • Encourage media to attend the event and speak positively about Repreneuriat Québec.

Gameplan

  • Deployment of a proactive media relations strategy targeting major Quebec outlets.
  • Coordination of a launch event attended by over 150 people, including media, partners, and elected officials.
  • Promotion of spokespersons through the creation of media interview opportunities.
  • Performance measured using the PEM tool (media evaluation points).

Results

  • 18,157,228 impressions recorded across local and national media.
  • 27 media mentions, including coverage in Le Journal de Montréal, Le Journal de Québec, La Presse, 98.5 FM, Les Affaires, and several others.
  • 5 interviews conducted with spokespersons.

Credits

Client | Repreneuriat Québec

Branding | Caserne

Media relations and event | Franchir

Tournée Tel-jeunes: On the Road to Connect with Teens!

6 May 2025

Introduction

In May 2024, Tel-jeunes received significant funding to meet young people aged 12 to 17 across Quebec, with the goal of extending the organization’s impact beyond the web and social media. Tel-jeunes entrusted Franchir with the mandate to design and execute an event-based tour to connect with teens where they are.

In October 2024, Tel-jeunes launched the Tournée Tj. For an entire month, a team of facilitators travelled to 18 cities aboard the Tj trailer, creating spaces for dialogue through fun, interactive activities. This unprecedented tour significantly increased Tel-jeunes’ visibility and encouraged more teens to use its support services. With a generation growing up in a digital world and fragmented communication habits, it was essential to humanize the organization and strengthen trust by meeting youth in person, in their everyday lives.

Objectives

  • Create a strong emotional connection between Tel-jeunes and its audience by building trust and proximity with young people
  • Increase awareness of the organization and position it as the go-to expert for youth aged 12 to 17 seeking help — free and accessible throughout Quebec
  • Convey that all problems, big or small, are valid and that Tel-jeunes is always there
  • Encourage teens aged 12 to 17 to engage with Tel-jeunes — both during the tour and when using its services

Gameplan / Strategy

A strong terrain deployment:

  • Collaboration with youth centers to organize local events and facilitate access to teens
  • An iconic trailer serving as a mobile meeting point
  • Distribution of exclusive Tel-jeunes merchandise to strengthen engagement

A public relations and awareness strategy:

  • Proactive outreach to regional and national media
  • Presence of ambassadors on the ground to boost credibility and visibility
  • A Tel-jeunes spokesperson available throughout the tour
  • Involvement of 5 popular Quebec influencers well-known among teens
  • Creation of engaging content (videos, stories, and direct interactions with participants)

A digital push on social media:

  • Posts and Stories on Instagram, TikTok, and Facebook throughout the tour
  • Targeted ads to maximize visibility and drive subscriptions

Results

On-the-Ground Activation

  • 20 stops across 18 cities in Quebec
  • Nearly 5,000 km travelled
  • Over 150 youth workers and facilitators from various youth centers across the province contributed to the tour’s success
  • Hundreds of challenges, games, and meaningful conversations with youth aged 12 to 17
  • Over 600 items and gifts distributed
  • Several hundred snacks served

Ambassador Performance on Social Media

  • 23,118 engagements generated by the ambassador program
  • Average engagement rate of 8.74%, well above industry standards
  • Top-performing ambassador: Claudie Mercier with a 14.67% engagement rate
  • 2,812,262 impressions on Tel-jeunes’ platforms
  • 12,201 clicks to the Tel-jeunes website

Digital Advertising Performance

  • 2,366,953 impressions through Instagram and TikTok ad campaigns
  • Average CPC: $0.22 — an excellent result in digital marketing

Highlights

  • 1 trailer
  • 2 facilitators
  • 600 youth reached across 20 stops throughout the province
  • 11,094,764 total impressions in the public sphere
  • 24,526 total social media engagements
  • Strong regional impact: Stops in remote areas were met with high appreciation.
  • Successful connection with youth: The trailer and interactive activities greatly encouraged engagement and conversation.
  • A vibrant brand image: The colorful visual identity and Tel-jeunes merchandise were widely appreciated.

Credits

Client | Tel-jeunes – Julie Nonnon, Charlotte Cagnet
Experiential event and public relations | Franchir
Video Production | Alkalime Studios

Magasine ta solution : l’impact d’un pop-up engagé!

1 May 2025

Introduction

Dans un contexte de transition écologique, Concertation Montréal (CMTL) souhaitait sensibiliser les citoyen·ne·s aux effets de la surconsommation de vêtements et offrir des solutions concrètes et engageantes pour la réduire. L’événement éphémère combinait activités pratiques en continu accompagnées par des expert·e·s sur place et la mise en scène d’un univers mode responsable.

Objectifs

  • Positionner CMTL comme le leader québécois de la gouvernance et de la vie démocratique en misant sur les initiatives qu’elle déploie et ses actions concrètes pour la société.
  • Démontrer comment CMTL conjuge participation et consultation dans la transition écologique en misant sur une initiative comme Magasine ta solution!
  • Miser sur les données pour démontrer l’impact de nos comportements d’achats et miser sur les professionnel·le·s présents à l’événement et les activités interactives pour inciter les gens à se déplacer.
  • Inciter les médias et influenceur·euse·s à parler positivement de CMTL et de l’initiative Magasine ta solution!
  • Inciter les médias et influenceur·euse·s à participer à l’événement de lancement, devenir des ambassadeur·drice·s naturel·le·s et par ricochet, inciter les cibles à changer de comportement d’achat et de consommation afin de réduire l’empreinte environnementale de la consommation vestimentaire.

PLAN DE MATCH / STRATÉGIE

  • Déploiement d’une stratégie de relations de presse proactive ciblant les grands médias québécois.
  • Mise en place d’un événement de lancement avec expérience immersive (ateliers de réparation, rencontres avec expert·e·s).
  • Sélection et coordination d’influenceur·euse·s locaux pour relayer les messages-clés.
  • Valorisation des porte-paroles par la création d’opportunités d’entrevues médiatiques.
  • Mesure de performance via l’outil PEM (points d’évaluation média).

RÉSULTATS

  • 13 230 157 impressions totales (médias et influenceur·euse·s)
  • 26 mentions médiatiques dont Le Devoir, La Presse, Journal de Montréal, Noovo Moi, Elle Québec
  • 7 entrevues réalisées avec des porte-paroles
  • 215 443 impressions générées par le volet influence

Crédits

Client | Concertation Montréal

Collaboration | Le Magasin Chaînon, Cominar

Agence de relations publiques | Franchir

Hyba: Starting the Year with Comfort and Movement

2 April 2025

Introduction

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.

Results

23 attendees, including:

  • 9 journalists (Noovo Moi, Véro Magazine, Châtelaine, etc.)
  • 12 content creators
  • 2 stylists

70 pieces of content generated, including:

  • 65.6% stories
  • 15.6% TikTok videos
  • 12.5% reels
  • 6.3% photos

Publication rate: 73.91% of guests shared content

Estimated total impressions: 1,287,385

CREDITS

Public relations & event production | Franchir
Harpist | Cécile Delage
Photographer | Elizabeth Gartside

Héritaj: A Grand Opening in Old Montreal

1 April 2025

INTRODUCTION

Following the success of India Rosa restaurants and the cocktail bar Mlle Rosa, the Sandhu family introduces another standout destination with Héritaj, nestled in the heart of Old Montreal. More than just a restaurant, Héritaj is a place where the refinement of French cuisine meets the boldness of Indian flavors. To mark the opening of this unique venue, Franchir implemented a multichannel visibility strategy, leveraging traditional media, influencers, and digital platforms to position Héritaj as a must-visit on Montreal’s culinary scene.

OBJECTIVES

Generate awareness through media, social networks, and influencers.

Encourage target audiences to visit the venue and recommend it to their community.

Position Héritaj as a new culinary landmark in Old Montreal.

Highlight the restaurant’s distinctive offering: Chef Arnaud Glay’s expertise and his Indo-French fusion cuisine, refined decor, unique concept, and ambiance.

GAME PLAN / STRATEGY

The public relations campaign was structured in three phases:

Before the opening

  • Targeted invitations sent to media, content creators, and public figures
  • Selection of profiles from the culinary, lifestyle, and even beauty sectors to maximize reach and diversify the content generated

During the event

  • Opening night in a 5 à 7 format: meet-and-greet with the owners, menu tasting, and venue tour
  • On-site creation of Stories, Reels, and TikToks

After the opening

  • Press release sent to specialized media (lifestyle, food, design, business)
  • Personalized follow-ups to ensure media coverage

RESULTS

Overall visibility

  • 8,131,402 total impressions
  • 6,825,000 impressions in traditional media (local and national)
  • 1,306,402 impressions generated by influencer content

Media coverage

  • 24 confirmed media mentions, including: La Presse, Le Devoir, Noovo Moi, Silo57, Restomontreal, The Main, and more
  • 90% of mentions included an image
  • 100% included a link to the website
  • 1 interview with La Presse

Influencer content

  • Over 40 influencers attended the event
  • Estimated reach of 1,306,402 impressions through Stories, Reels, and TikTok
  • An average of 3 Stories per influencer
  • 18 Instagram Reels and 1 TikTok published

HIGHLIGHTS

  • 8,131,402 total impressions
  • 24 media mentions, 100% of which included a link to the website
  • Over 40 influencers attended the event, resulting in strong engagement from Montreal’s foodie and lifestyle communities
  • An average of 3 stories per person, all referencing Héritaj’s social media, for an estimated reach of 1,306,402 impressions across social platforms
  • A largely positive tone across mentions, highlighting the quality of service, culinary experience, and refined decor