{"id":4947,"date":"2026-05-08T11:58:07","date_gmt":"2026-05-08T15:58:07","guid":{"rendered":"https:\/\/franchir.ca\/?p=4947"},"modified":"2026-05-08T15:49:59","modified_gmt":"2026-05-08T19:49:59","slug":"franchir-aux-cotes-de-lafleur-pour-une-journee-quebecoise-du-steame-rassembleuse","status":"publish","type":"post","link":"https:\/\/franchir.ca\/en\/franchir-aux-cotes-de-lafleur-pour-une-journee-quebecoise-du-steame-rassembleuse\/","title":{"rendered":"Franchir aux c\u00f4t\u00e9s de Lafleur pour une Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9 rassembleuse"},"content":{"rendered":"\n

La plus r\u00e9cente \u00e9dition de la Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9 (JQDS), initiative port\u00e9e par Mathieu Dufour et amplifi\u00e9e par Lafleur, s\u2019est conclue le 6 mai 2026 dans une ambiance festive et profond\u00e9ment rassembleuse aux quatre coins de la province. Pour cette \u00e9dition, Lafleur a fait appel \u00e0 l\u2019agence Franchir afin d\u2019assurer le d\u00e9ploiement strat\u00e9gique de la campagne.<\/p>\n\n\n\n

Par cette initiative, et dans un contexte o\u00f9 bon nombre de Qu\u00e9b\u00e9coises et de Qu\u00e9b\u00e9cois ressentent le besoin de se rapprocher et de multiplier les moments positifs v\u00e9cus ensemble, Lafleur souhaite continuer \u00e0 faire briller l\u2019invitation lanc\u00e9e par Mathieu Dufour en invitant la population \u00e0 se r\u00e9unir, le 6 mai, autour d\u2019un bon hot-dog steam\u00e9, afin d\u2019ancrer la JQDS comme un rendez-vous festif et rassembleur c\u00e9l\u00e9br\u00e9 partout \u00e0 travers la province.<\/p>\n\n\n\n

\u00ab En 2026, la JQDS a pris une ampleur renouvel\u00e9e gr\u00e2ce au d\u00e9ploiement d\u2019une strat\u00e9gie int\u00e9gr\u00e9e alliant relations publiques, marketing social, \u00e9v\u00e9nementiel exp\u00e9rientiel, partenariats m\u00e9dias et affichage ext\u00e9rieur, pens\u00e9e et orchestr\u00e9e en collaboration avec l\u2019agence Franchir \u00bb, explique Virginie Legault, directrice marketing de Lafleur chez Olymel. \u00bb<\/p>\n\n\n\n

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\u00ab La Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9 est un \u00e9v\u00e9nement profond\u00e9ment ancr\u00e9 dans la culture populaire qu\u00e9b\u00e9coise. Ce mandat nous a permis de d\u00e9ployer l\u2019ensemble de nos expertises afin de cr\u00e9er une pr\u00e9sence coh\u00e9rente, festive et visible \u00e0 travers le Qu\u00e9bec \u00bb, souligne Anne-Marie Caron, pr\u00e9sidente et cheffe des relations publiques chez Franchir.<\/p>\n\n\n\n

Un d\u00e9ploiement int\u00e9gr\u00e9, du num\u00e9rique au terrain<\/strong><\/p>\n\n\n\n

Franchir a pilot\u00e9 la planification strat\u00e9gique et le d\u00e9ploiement de cette \u00e9dition, en orchestrant des tactiques d\u00e9ploy\u00e9es en amont et pendant la journ\u00e9e du 6 mai. Les offensives ont d\u00e9but\u00e9 le 2 avril avec des relations de presse annon\u00e7ant le grand retour de la JQDS. Des colis steam\u00e9s ont ensuite \u00e9t\u00e9 envoy\u00e9s aux m\u00e9dias et aux cr\u00e9ateurs de contenu, donnant le coup d\u2019envoi \u00e0 la campagne.<\/p>\n\n\n\n

Soucieux d\u2019aller \u00e0 la rencontre des Qu\u00e9b\u00e9cois et Qu\u00e9b\u00e9coises directement sur le terrain, Mathieu Dufour, Lafleur, l\u2019\u00e9quipe de Franchir et Cartier aux m\u00e9dias sociaux ont pris la route au volant de la d\u00e9sormais embl\u00e9matique limousine hot-dog, une activation mobile qui a attir\u00e9 le regard partout o\u00f9 elle s\u2019est arr\u00eat\u00e9e. En multipliant les initiatives terrain, Lafleur a d\u00e9montr\u00e9 que le patrimoine culinaire d\u2019ici appartient d\u2019abord \u00e0 celles et ceux qui le c\u00e9l\u00e8brent avec c\u0153ur.<\/p>\n\n\n\n

Un premier concours provincial, lanc\u00e9 en amont de la JQDS, a favoris\u00e9 l\u2019engagement des communaut\u00e9s et stimul\u00e9 la participation partout \u00e0 travers la province, invitant les Qu\u00e9b\u00e9coises et les Qu\u00e9b\u00e9cois \u00e0 s\u2019inscrire ou \u00e0 proposer la candidature d\u2019une personne de leur entourage reconnue pour sa capacit\u00e9 \u00e0 rallier les troupes. En parall\u00e8le, gr\u00e2ce au concours \u00ab billet d\u2019or \u00bb en \u00e9picerie, 50 autres chanceux ont pu mettre la main sur leur kit du party steam\u00e9 ultime et courir la chance de remporter le grand prix de 5 000 $.<\/p>\n\n\n\n

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Un second concours distinct permettait de remporter des acc\u00e8s au party exclusif Steamsound<\/em>, pr\u00e9sent\u00e9 par Lafleur. Le 6 mai en soir\u00e9e, les gagnants de cette exp\u00e9rience, des invit\u00e9s et des partenaires se sont rassembl\u00e9s pour vibrer au rythme d\u2019une programmation musicale \u00e9lectrisante sign\u00e9e par la DJ Montana. Pens\u00e9 comme un moment signature de la campagne, Steamsound<\/em> a incarn\u00e9 l\u2019esprit rassembleur au c\u0153ur de cette \u00e9dition 2026.<\/p>\n\n\n\n

En parall\u00e8le, des contenus sponsoris\u00e9s d\u00e9velopp\u00e9s avec Narcity et Bell M\u00e9dia ont assur\u00e9 un ancrage \u00e9ditorial strat\u00e9gique avant et pendant l\u2019\u00e9v\u00e9nement, tandis qu\u2019une offensive d\u2019affichage ext\u00e9rieur r\u00e9alis\u00e9e en collaboration avec Pattison a contribu\u00e9 \u00e0 maintenir une pr\u00e9sence forte et visible dans l\u2019espace public tout au long de la campagne.<\/p>\n\n\n\n

La strat\u00e9gie 360 mise en place a permis de multiplier les points de contact, de renforcer la notori\u00e9t\u00e9 de l\u2019\u00e9v\u00e9nement et de g\u00e9n\u00e9rer un fort engagement sur le terrain comme en ligne. Cette \u00e9dition confirme la place de la JQDS comme rendez-vous incontournable du calendrier gourmand qu\u00e9b\u00e9cois.<\/p>\n","protected":false},"excerpt":{"rendered":"

La plus r\u00e9cente \u00e9dition de la Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9 (JQDS), initiative port\u00e9e par Mathieu Dufour et amplifi\u00e9e par Lafleur, s\u2019est conclue le 6 mai 2026 dans une ambiance festive et profond\u00e9ment rassembleuse aux quatre coins de la province. Pour cette \u00e9dition, Lafleur a fait appel \u00e0 l\u2019agence Franchir afin d\u2019assurer le d\u00e9ploiement strat\u00e9gique de la campagne.<\/p>\n","protected":false},"author":2,"featured_media":4950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[132,108,141,110,106],"tags":[],"class_list":["post-4947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annonce","category-communication","category-evenementiel-experientiel","category-marketing-dinfluence","category-relations-publiques"],"acf":[],"yoast_head":"\nFranchir aux c\u00f4t\u00e9s de Lafleur pour une Journ\u00e9e qu\u00e9b\u00e9coise du steam\u00e9 rassembleuse -<\/title>\n<meta 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