{"id":4751,"date":"2026-02-04T13:53:10","date_gmt":"2026-02-04T18:53:10","guid":{"rendered":"https:\/\/franchir.ca\/realisation\/deux-saisons-une-meme-invitation-decouvrir-les-spiritueux-dici\/"},"modified":"2026-02-04T14:19:08","modified_gmt":"2026-02-04T19:19:08","slug":"deux-saisons-une-meme-invitation-decouvrir-les-spiritueux-dici","status":"publish","type":"realisation","link":"https:\/\/franchir.ca\/en\/realisation\/deux-saisons-une-meme-invitation-decouvrir-les-spiritueux-dici\/","title":{"rendered":"Two Seasons, One Shared Invitation: Discover Local Spirits."},"content":{"rendered":"\n<h2 class=\"wp-block-heading\">Context<\/h2>\n\n\n\n<p>Distilleries du Qu\u00e9bec 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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>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.<\/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\" style=\"flex-basis:25%\">\n<p class=\"has-text-align-center\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">Highlighting<\/mark><\/strong> <br>the importance of distilleries in regional development.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:50%\">\n<p class=\"has-text-align-center\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">Encourage media and influencers<\/mark><\/strong><br>to visit microdistilleries, discover the production process, and taste local expertise, while inspiring the public to do the same.<\/p>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:25%\">\n<p class=\"has-text-align-center\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ff2c00\" class=\"has-inline-color\">Showcase<\/mark><\/strong> <br>Qu\u00e9bec distillery products through original and engaging initiatives.<br><br><\/p>\n<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Strategy<\/h2>\n\n\n\n<p>Franchir deployed a public relations strategy centered on experience and content.<\/p>\n\n\n\n<p>The summer initiative revolved around a signature object, the shaker, used as a lever to tell the story of distilleries as agrotourism destinations.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p>In both cases, priority was given to the complementary use of traditional media and social platforms.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Results<\/h2>\n\n\n\n<p><strong>Results for the Shaker campaign<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>32 media mentions<\/li>\n\n\n\n<li>7,778,673 impressions<\/li>\n\n\n\n<li>5 coordinated interviews<\/li>\n<\/ul>\n\n\n\n<p><strong>Results for the Discovery Gift Set campaign<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>29 media mentions<\/li>\n\n\n\n<li>14,615,182 impressions<\/li>\n\n\n\n<li>100% of mentions included a link to the SAQ<\/li>\n<\/ul>\n\n\n\n<p><br>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.<\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/02\/nouveau-projet-1024x576.png\" alt=\"\" class=\"wp-image-4741\" srcset=\"https:\/\/franchir.ca\/wp-content\/uploads\/2026\/02\/nouveau-projet-1024x576.png 1024w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/02\/nouveau-projet-300x169.png 300w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/02\/nouveau-projet-768x432.png 768w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/02\/nouveau-projet-1536x864.png 1536w, https:\/\/franchir.ca\/wp-content\/uploads\/2026\/02\/nouveau-projet.png 1920w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Highlights<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>22,393,855\u00a0 impressions <\/strong>were generate across local and national media.<\/li>\n\n\n\n<li><strong>849,196 potential impressions <\/strong>were generate through social media.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Credits<\/h2>\n\n\n\n<p><strong>Client<\/strong> | Distilleries du Qu\u00e9bec<\/p>\n\n\n\n<p><strong>Public and media relations, influencers and content creators relations<\/strong> | Franchir<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2025, Distilleries du Qu\u00e9bec rolled out two public relations initiatives to spotlight local producers and promote Qu\u00e9bec-made spirits. The first, a summer campaign, featured a limited-edition shaker designed to encourage Quebecers to visit local distilleries. The second, launched during the holiday season, aimed to position the discovery gift set as a distinctive, locally rooted gift idea.<\/p>\n","protected":false},"featured_media":4740,"menu_order":0,"template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"real_cat":[118,117,122],"class_list":["post-4751","realisation","type-realisation","status-publish","has-post-thumbnail","hentry","real_cat-influencer-relations","real_cat-press-relations","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>Two Seasons, One Shared Invitation: Discover Local Spirits. -<\/title>\n<meta name=\"description\" content=\"Two PR initiatives to showcase Qu\u00e9bec distilleries, stimulate agrotourism, and position local spirits year-round.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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