Introduction
For the 2nd edition of the Printemps des Vins et Spiritueux de Miel du Québec, formerly known as the Semaine des Hydromels, the Association des producteurs d’hydromels et d’alcools de miel du Québec (APHAMQ) entrusted Franchir with the mandate to design and execute the public relations plan for the initiative.
The proposed strategy aimed to highlight the unique taste of honey-based alcoholic beverages and raise awareness about the importance of melliferous flowers, plants, trees, and shrubs for bees through the Fleurir le Québec movement. The 2024 edition also marked the launch of a new collective brand: Les Vins et Spiritueux de miel Québec.
The result: a targeted campaign and province-wide media coverage that showcased honey-based products and underscored the critical importance of protecting bees.
Objectives
Promote honey-based alcoholic beverages as part of awareness activities.
Raise awareness about the importance of providing melliferous flowers, plants, trees, and shrubs for bees, which are essential to their work.
Showcase APHAMQ’s active participation in initiatives aimed at enhancing bee ecosystems and supporting honey-based terroir production.
Position the APHAMQ as the leader in the professionalization of the industry.
Encourage media coverage of the Printemps des Vins et Spiritueux de Miel du Québec, the Fleurir le Québec movement, and honey-based alcoholic products.
Strategy
Franchir created a four-pronged strategy to attain the objectives mentioned above:
- Emphasize the new elements, such as the new certification and the Fleurir le Québec movement, highlighting its objectives, the benefits of participation, and how to get involved.
- Focus on regional differences by showcasing local producers to raise awareness among media about the variations in honey and production across regions. Deliver authentic messages and stories through local spokespersons, testimonials, and regional statistics.
- Target news media, as well as local and food-focused outlets, to increase the visibility of the project, its goals, and the resources deployed by the APHAMQ.
- Create opportunities for audiences to discover and taste honey-based products while meeting producers to better understand how floral diversity and seasonal changes influence production nuances.
Results
With the support of public relations efforts, the announcement of Vins et Spiritueux de miel du Québec garnered 118 confirmed media mentions across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information about the announcement and key messages.
The entire campaign aimed at increasing visibility generated a total of 15,262,892 impressions, marking a significant success.
The 2024 edition of the Printemps des Vins et Spiritueux de miel du Québec achieved strong media coverage in Quebec. Spokespersons played a key role in amplifying the campaign’s reach by participating in 12 interviews, and they were mentioned in 75% of the coverage.
Media Mentions by Type
- Print: 1% of mentions
- Radio: 21% of mentions
- Television: 64% of mentions
- Web: 14% of mentions
Highlights of Media Mentions
- 15,262,892 total impressions
- 118 media mentions
- 12 interviews conducted by a spokesperson
- 75% of mentions included a spokesperson’s name
- 64% of mentions were on television
