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
