For the 11th edition of theDéfi 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
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
8,945,400 total impressions;
57 media mentions;
11 interviews with a spokesperson;
88% of mentions contained a spokesperson’s name;
100% of mentions referenced one of the key messages;
28% of mentions directed to the website (call-to-action);
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 12,133,500recorded 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
29media 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);
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.
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
1,066 media mentions
154,721,207 total impressions
100 interviews with one of the spokespersons
31% of mentions contained a spokesperson’s name
99% of mentions used the term 28 Days Sober Challenge
92% of mentions referenced key messages
50% of mentions directed to the website (call-to-action)
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.
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.
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.
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.
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
24 media mentions, including La Presse, Zeste, MTL Blog, Narcity, Silo 57.
10 million total impressions
90% of mentions included the website.
80% of mentions featured an image.
80% of mentions referenced key messages.
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 than700,000 impressions.
Highlights
Average of 3 stories per person
710,000 total impressions
90% of stories included links to India Rosa’s social media.
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