Cossette Invites Travellers to Discover How Quebecers ‘Summer All Out'

With summer fast approaching, this new campaign invites travellers to discover how Quebecers ‘summer all out.’ Showcasing the province’s beautiful landscapes and welcoming people, it captures the spirit of how the locals live summer to the fullest, all while inviting tourists to experience the season along with them. 

This campaign was produced for the Alliance de l’industrie touristique du Québec. The Alliance is responsible for promoting the province as a popular destination through the Ministère du Tourisme’s Bonjour Québec brand. 

‘We summer all out’ revolves around Québec’s unbridled passion for the unique northern summer warmth and feeling that only happens here. The campaign’s core idea rests on the four contrasting seasons, especially Québec’s distinct transition from winter to spring to summer. It’s an inspired offensive developed in close partnership with the Alliance that aims to strike a chord with travellers yearning for a standout summer experience.

“Summers in Québec are spectacular, so all our energy goes towards fully enjoying it. Plus, our nature, landscapes, culture, and vibrant cities are on par with the greatest destinations in the world. This campaign is just an invitation to Canadians and travellers who want to have a genuinely unforgettable summer experience,” said Gilles Legault, creative director at Cossette. 

With many Canadians expressing an interest in local tourism in 2023, Québec has maintained its status as a top destination, according to the Transat Chair in Tourism (French only).

In addition to the captivating visuals, an uplifting cover of Marjo’s ‘Chats sauvages’ by Mayfly provides an emotional and spirited sense of summer freedom that’s only found in Québec. Both a French and a bilingual version of the song feature in the different English spots. 

A detailed media strategy was developed to catch the eye of travellers planning their summer vacations and to create a sense of excitement about Québec as a destination. The rollout revolves around different times of day to pique the interest of potential visitors. A 360° campaign involving every aspect of the Canadian media ecosystem (TV, audio and online platforms) was designed to showcase the destination to our audiences.

“We definitely made use of our technological tools to understand travellers. Our initiatives all focus on grabbing people’s attention to achieve success. If we want to do that when they’re planning a trip, we have to beat out a multitude of distractions and stand out. Our optimisation efforts need to go beyond traditional measures and reach a new, more granular level. Local media outlets are crucial to our strategy—they’ll help us summer all out!” added Isabelle Baillargeon, vice-president, strategy at Hearts & Science. 

The campaign is now in-market in the United States, Canada and France.