Catégorie: Public relations

La Maison Jean Lapointe lance un guide de prévention pour les parents

14 July 2026

Contexte

À l’adolescence, les jeunes sont exposé·e·s à de nombreuses influences et peuvent être amenés à expérimenter avec l’alcool et/ou d’autres substances. Bien que les parents jouent un rôle clé dans la prévention et l’accompagnement de leurs adolescent·e·s, plusieurs d’entre eux ne savent pas toujours comment amorcer la discussion ou intervenir avec bienveillance.

Forte de son expertise en prévention et en traitement des dépendances, la Maison Jean Lapointe souhaitait répondre à ce besoin en offrant gratuitement aux parents d’adolescent·e·s un outil accessible et adapté à leur réalité.

Le guide a ainsi été développé afin de leur fournir des repères concrets, des conseils pratiques et des stratégies de communication pour mieux comprendre les enjeux liés à la consommation chez leurs jeunes, retarder la première consommation et favoriser des échanges ouverts et constructifs, tout en préservant le lien de confiance avec leur jeune.

objectifs

  • Positionner la Maison Jean Lapointe comme leader en prévention et traitement des dépendances au Québec.
  • Démontrer que la Maison Jean Lapointe contribue positivement à l’éducation et à la sensibilisation des parents et des jeunes aux dépendances, telles que l’alcool et les autres substances.
  • Inciter la population et les médias à parler de la Maison et de ses outils pour les parents dont le guide parent.
  • Par ricochet, stimuler les téléchargements du guide via le site web de la Maison Jean Lapointe.

stratégie

Pour soutenir ce lancement, Franchir a déployé une stratégie de relations publiques visant à faire connaître le Guide parents tout en consolidant le positionnement de la Maison Jean Lapointe comme référence en prévention des dépendances au Québec.

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

En misant sur des moments clés du calendrier estival, des données probantes et une porte-parole crédible, la campagne a suscité un fort intérêt auprès des médias provinciaux et régionaux.

résultats

Résultats globaux de la campagne

L’ensemble des efforts de relations publiques et de visibilité sur les réseaux sociaux représente plus de 18 424 913 impressions totales pour le Guide parents.

Résultats des relations publiques

Avec l’appui des relations publiques, nous avons généré 108 mentions confirmées dans les médias du Québec totalisant une portée de 18 375 952 impressions. De plus, 17 entrevues ont été coordonnées dans le cadre de cette campagne témoignant du fort intérêt des médias à l’égard de ce nouvel outil.

Faits saillants : 

  • 18 375 952 impressions dans les médias locaux et nationaux.
  • 108 mentions comptabilisées via les médias, dont La Presse, Radio-Canada, Noovo info, Magazine Mitsou etc.
  • 17 entrevues coordonnées, soit au 98,5 FM, Noovo info, CBC et plus encore.

Résultats de marketing d’influence

Le volet marketing d’influence et de visibilité sur les réseaux sociaux représente 48 961 impressions générées.

Faits saillants : 

  • 629 engagements générés 
  • 48 961 impressions
  • 2 collaborations rémunérées

crédits

Client | Maison Jean Lapointe

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

Transforming a Quebec Classic Into a National Phenomenon: La Journée québécoise du steamé

14 July 2026

Context

Conceived and championed by Mathieu Dufour, then amplified by Lafleur, La Journée québécoise du steamé has celebrated one of Québec’s most iconic comfort foods, the steamed hot dog, for the past three years. In 2026, the brand set out to build on the event’s growing momentum by establishing it as a lasting tradition and a province-wide celebration embraced by Quebecers from coast to coast.

At a time when consumers are increasingly seeking meaningful connections and shared experiences, Lafleur entrusted Franchir with developing and executing an integrated campaign, in collaboration with Mathieu Dufour, designed to engage communities before and throughout the May 6 celebration.

Objectives

Position the return of La Journée québécoise du steamé within Québec’s cultural conversation while highlighting the involvement of Mathieu Dufour and Lafleur as the driving force behind the initiative.

Position La Journée québécoise du steamé as an accessible, inclusive occasion that brings Quebecers together to celebrate a fun, unpretentious shared moment.

Celebrate May 6 with Lafleur sausages as an iconic symbol of Québec popular culture, recognized for bringing people together and creating memorable shared moments.

Encourage media outlets, journalists, and content creators to generate content before and during La Journée québécoise du steamé, inspiring their audiences to choose Lafleur for their next purchase.

Gameplan

In November 2025, through a collaborative phase of research, analysis, and strategic workshops with Lafleur and Mathieu Dufour, the Franchir team set out to identify the unifying idea that could elevate the third edition of La Journée québécoise du steamé.

One insight quickly emerged: at a time when many Quebecers are seeking greater connection and more positive shared experiences, the steamed hot dog represents far more than just a meal. It serves as an excuse to gather with family, friends, or colleagues.

Building on this insight, Franchir developed an omnichannel strategy designed to transform La Journée québécoise du steamé into a true collective movement. By combining live experiences, media placements, and public relations, the campaign created multiple consumer touchpoints to generate excitement, fuel conversations, and encourage Quebecers to come together on May 6.

The campaign officially launched in early April with a media relations initiative announcing the return of La Journée québécoise du steamé. Themed media kits were then sent to journalists and content creators to spark organic conversations and inspire Quebecers to start planning their own celebrations.

The campaign also relied on the active involvement of Mathieu Dufour, the “founding father” of La Journée québécoise du steamé. From content creation to in-person appearances, his participation brought the spirit of May 6 to life and rallied his community around the celebration.

To keep La Journée québécoise du steamé top of mind and part of Quebecers’ everyday conversations throughout the campaign, Franchir also secured editorial partnerships with Narcity and Bell Media, complemented by an out-of-home advertising campaign with Pattison.

To encourage public participation, the province-wide Win Your Steamé Party contest invited Quebecers to nominate the most social and community-minded people in their lives. Winners received everything they needed to host their own steamé celebration, with a few even receiving a surprise video call or in-person visit from Mathieu Dufour during their event.

To extend engagement at retail, an in-store contest gave consumers the chance to win the ultimate steamé party kit, along with a grand prize of $5,000 courtesy of Lafleur.

On May 6, Lafleur’s now-iconic hot dog limousine hit the road, travelling across Québec to meet people where they were. This mobile activation created memorable, up-close moments with both the brand and Mathieu Dufour while generating highly shareable content.

To cap off the celebration, Lafleur hosted the exclusive Steamsound Party, welcoming more than one hundred members of the media, content creators, and special guests for an evening of celebration featuring DJ Montana. To extend the experience to the general public, a contest held in partnership with Noovo Moi offered fans the chance to attend as VIP guests. Mathieu Dufour hosted the event and brought the day full circle with the Official Bite at 6:05 p.m., a celebratory toast marking the success of what has become a province-wide tradition.

From the initial announcement through May 6, every initiative was designed to build anticipation for La Journée québécoise du steamé and inspire Quebecers to come together around this beloved local classic.

Faits saillants

  • Seven months of planning and execution;
  • Nearly 50 million media impressions generated across all campaign initiatives;
  • Three contests launched simultaneously, resulting in more than 100 winners;
  • A hot dog limousine that travelled over 300 kilometres across Québec;
  • Six surprise visits to steamé parties alongside Lafleur and Mathieu Dufour;
  • A signature exclusive celebration bringing together more than 100 guests from across the media, creator, and influencer communities;
  • A collective movement that brought thousands of Quebecers together around a steamé on May 6.

Crédits

Client | Olymel (Lafleur)

Event, media and public relations | Franchir

Social Media | Cartier

Production design (Steamsound) | Madame Bombance

Lighting (Steamsound) | Pixxo

Video production | Félix Simard

Photographer | Nicolas Brassard

Journée des distilleries du Québec : faire rayonner le savoir-faire d’ici.

16 June 2026

Contexte

À l’occasion de la première édition de la Journée des distilleries du Québec, Franchir a été mandatée pour faire connaître l’événement auprès du grand public et mettre en lumière le savoir-faire des producteurs de spiritueux québécois. Pour y parvenir, l’agence a déployé une offensive de relations de presse à l’échelle du Québec afin de générer des conversations autour de l’achat local, du tourisme gourmand et de la richesse des distilleries d’ici.

Objectifs

  • Faire connaître la Journée des distilleries du Québec auprès du grand public.
  • Positionner les spiritueux québécois comme des produits d’ici à découvrir.
  • Accroître la visibilité des distilleries participantes partout au Québec.
  • Générer une couverture médiatique significative dans les médias nationaux, régionaux et spécialisés.

Plan de match

Pour maximiser la portée de l’événement, Franchir a misé sur une stratégie de relations de presse provinciale combinant approches nationales, régionales et spécialisées.

L’agence a développé des angles adaptés aux différents marchés médiatiques afin de démontrer l’intérêt croissant pour les spiritueux québécois et l’expérience unique offerte par les distilleries participantes. Un travail soutenu de sollicitation médiatique a également permis d’assurer une présence constante dans l’espace médiatique avant, pendant et après l’événement.

Résultats

L’offensive déployée par Franchir a généré une visibilité importante à travers le Québec et contribué à faire rayonner les distilleries participantes auprès de millions de consommateurs.

  • 181 mentions médiatiques obtenues
  • 17 945 742 impressions potentielles
  • Une présence dans les médias nationaux, régionaux et spécialisés
  • Une couverture soutenue sur l’ensemble du territoire québécois

Crédits

CLIENT | Distilleries du Québec

MANDAT | Relations de presse

AGENCE | Franchir

tomaté! : Turning the Tomato into an Icon.

21 May 2026

context

Founded in the Montérégie region, tomaté! is a Quebec company specializing in the cultivation of exceptional tomatoes. With the goal of increasing brand awareness and positioning its products as premium, the brand mandated Franchir to imagine a bold activation.

The challenge was to create a distinctive event aligned with the brand’s high-end DNA, in a highly competitive environment and within significant logistical constraints.

Two varieties were at the heart of the strategy:

  • The Mama (premium heirloom-style tomatoes)
  • The Mattéo (a new accessible, high-quality variety)

objectives

  • Create a significant volume of organic Instagram content.
  • Generate notoriety for tomaté!
  • Position the tomato as a premium lifestyle product.
  • Maximize earned media value through content creators.
  • Deliver a memorable and distinctive experience.

gameplan

To maximize impact, Franchir designed an activation built around one key objective: turning a single event into a long-lasting engine for organic content. Through L’apéro tomaté!, the strategy was not only to create an aesthetic moment inspired by contemporary dolce vita, but also to generate multiple complementary waves of exposure over time.

The event first generated real-time coverage, with guests sharing the immersive experience and atmosphere throughout the evening. In a second phase, professionally produced photography supported a more editorial layer of content, extending visibility through more polished publications. Finally, the gifted tomatoes encouraged a third wave of content focused on recipes and product usage, reinforcing the brand’s foodie positioning.

Supported by a curated selection of targeted and credible content creators, this approach multiplied touchpoints and content formats, transforming the event into a true driver of organic visibility, both immediate and long-lasting.

results

  • 60 pieces of content published:
    • 76% in Stories.
    • 24% in static posts.
  • 52,000 Reel views.
  • 7,000+ interactions (likes, comments, shares).
  • 600,000+ people reached.
  • An average of four pieces of content per guest (up to seven).
  • 100% publication rate.
  • $50,000 in earned media value.e.

The initial investment was surpassed organically.

Credits

Client | tomaté!

Agency | Franchir

Concept and strategy | Franchir

Art direction and experience | Franchir

Photographer | Émilie Hébert

Floral composition | Flori Flora Fleurs

Culinary experience | Menu Extra

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