{"id":3534,"date":"2024-06-19T11:36:41","date_gmt":"2024-06-19T15:36:41","guid":{"rendered":"https:\/\/franchir.ca\/?post_type=realisation&#038;p=3534"},"modified":"2025-01-09T11:09:14","modified_gmt":"2025-01-09T16:09:14","slug":"honey-spirits-and-wines-sparkling-the-curiosity-of-quebecers","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/honey-spirits-and-wines-sparkling-the-curiosity-of-quebecers\/","title":{"rendered":"Honey spirits and wines: Spark(l)ing the Curiosity of Quebecers"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Introduction<\/h2>\n\n\n\n<p>For the 2<sup>nd<\/sup> edition of the<strong> <em>Printemps des Vins et Spiritueux de Miel du Qu\u00e9bec<\/em><\/strong>, formerly known as the <em>Semaine des Hydromels<\/em>, the Association des producteurs d&#8217;hydromels et d&#8217;alcools de miel du Qu\u00e9bec (APHAMQ) entrusted Franchir with the mandate to design and execute the public relations plan for the initiative.<\/p>\n\n\n\n<p>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 <strong>Fleurir le Qu\u00e9bec<\/strong> movement. The 2024 edition also marked the launch of a new collective brand: <strong>Les Vins et Spiritueux de miel Qu\u00e9bec<\/strong>.<\/p>\n\n\n\n<p>The result: a targeted campaign and province-wide media coverage that showcased honey-based products and underscored the critical importance of protecting bees.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Objectives<\/h2>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Promote honey-based alcoholic beverages as part of awareness activities.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Raise awareness about the importance of providing melliferous flowers, plants, trees, and shrubs for bees, which are essential to their work.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Showcase APHAMQ\u2019s active participation in initiatives aimed at enhancing bee ecosystems and supporting honey-based terroir production.<\/p>\n<\/div>\n<\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Position the <strong>APHAMQ<\/strong> as the leader in the professionalization of the industry.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"has-text-align-center\">Encourage media coverage of the <strong>Printemps des Vins et Spiritueux de Miel du Qu\u00e9bec<\/strong>, the <strong>Fleurir le Qu\u00e9bec<\/strong> movement, and honey-based alcoholic products.<\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy<\/h2>\n\n\n\n<p>Franchir created a four-pronged strategy to attain the objectives mentioned above:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Emphasize the <strong>new elements<\/strong>, such as the new certification and the <strong>Fleurir le Qu\u00e9bec<\/strong> movement, highlighting its objectives, the benefits of participation, and how to get involved.<\/li>\n\n\n\n<li>Focus on <strong>regional differences<\/strong> 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.<\/li>\n\n\n\n<li>Target <strong>news media<\/strong>, as well as <strong>local and food-focused outlets<\/strong>, to increase the visibility of the project, its goals, and the resources deployed by the APHAMQ.<\/li>\n\n\n\n<li>Create opportunities for audiences to <strong>discover and taste honey-based products<\/strong> while meeting producers to better understand how floral diversity and seasonal changes influence production nuances.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<p>With the support of public relations efforts, the announcement of <strong>Vins et Spiritueux de miel du Qu\u00e9bec<\/strong> garnered <strong>118 confirmed media mentions<\/strong> across Quebec. The tone of the publications and measurable mentions was positive, effectively relaying relevant information about the announcement and key messages.<\/p>\n\n\n\n<p>The entire campaign aimed at increasing visibility generated a total of <strong>15,262,892 impressions<\/strong>, marking a significant success.<\/p>\n\n\n\n<p>The 2024 edition of the <strong>Printemps des Vins et Spiritueux de miel du Qu\u00e9bec<\/strong> achieved strong media coverage in Quebec. Spokespersons played a key role in amplifying the campaign&#8217;s reach by participating in <strong>12 interviews<\/strong>, and they were mentioned in <strong>75% of the coverage<\/strong>.<\/p>\n\n\n\n<p><strong>Media Mentions by Type<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Print:<\/strong> 1% of mentions<\/li>\n\n\n\n<li><strong>Radio:<\/strong> 21% of mentions<\/li>\n\n\n\n<li><strong>Television:<\/strong> 64% of mentions<\/li>\n\n\n\n<li><strong>Web:<\/strong> 14% of mentions<\/li>\n<\/ul>\n\n\n\n<p><strong>Highlights of Media Mentions<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>15,262,892 total impressions<\/strong><\/li>\n\n\n\n<li><strong>118 media mentions<\/strong><\/li>\n\n\n\n<li><strong>12 interviews conducted by a spokesperson<\/strong><\/li>\n\n\n\n<li><strong>75% of mentions<\/strong> included a spokesperson\u2019s name<\/li>\n\n\n\n<li><strong>64% of mentions<\/strong> were on television<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"542\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/06\/capture-decran-le-2024-06-19-a-11.34.18-1024x542.png\" alt=\"\" class=\"wp-image-2637\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2024\/06\/capture-decran-le-2024-06-19-a-11.34.18-1024x542.png 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/06\/capture-decran-le-2024-06-19-a-11.34.18-300x159.png 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/06\/capture-decran-le-2024-06-19-a-11.34.18-768x407.png 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2024\/06\/capture-decran-le-2024-06-19-a-11.34.18.png 1326w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>For the Printemps des Vins et Spiritueux de miel du Qu\u00e9bec, Franchir, in collaboration with Cervid\u00e9s and Papilles, implemented a public relations strategy focused on showcasing honey-based alcoholic products. The result: a targeted press relations campaign and provincial media coverage highlighting apicultural products and the importance of protecting bees.<\/p>\n","protected":false},"featured_media":0,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[122],"class_list":["post-3534","realisation","type-realisation","status-publish","hentry","real_cat-public-relations"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Honey spirits and wines: Spark(l)ing the Curiosity of Quebecers -<\/title>\n<meta name=\"description\" content=\"For the Printemps des Vins et Spiritueux de miel du Qu\u00e9bec, Franchir, in collaboration with Cervid\u00e9s and Papilles, implemented a public relations strategy focused on showcasing honey-based alcoholic products. 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