Québec, the place where you can Let go. For real.

Alliance de l’industrie touristique du Québec launches the new creative platform promoting the province.

Montréal, March 12, 2018 – Experience pure, raw emotions while visiting Québec. Create an authentic story about this destination, featuring its spectacular landscape, creative culture and, above all, its welcoming people. That’s the type of experience that was proposed to five travellers who lead frantic lives in Let go, the most recent advertising initiative promoting the QuébecOriginal brand abroad.

“The five influencers we invited are people who are used to being constantly connected to their communities. We asked them to leave their frantic lives behind, turn off their phones and stop interacting on their social media platforms, and fully experience every moment of their trip. —to really enjoy Québec. It’s that experience of letting go that we captured, with all the emotions and encounters it involved,” explained Florence Girod, Chief Strategy Officer and Head of Integrated Product at Cossette, the agency responsible for the creative development and deployment of the QuébecOriginal brand for Alliance de l’industrie touristique du Québec (Alliance) to markets outside Québec.

These experienced travellers accepted the challenge, and the results, available in a series of video clips launched today, go well beyond mere memories:

“I loved this trip to Québec. It’s rare today to have the opportunity to really stop and let yourself be transported by the positive energy of the people you meet.” – Jean Imbert (France).

“Québec is really the ideal place to let go of everything and let things happen.” – Alan Estrada (Mexico).

“It felt like reconnecting with old friends. Everywhere you go, you feel that warm welcome and human connection.” – Kiersten Rich, The Blonde Abroad (United States).

In a sector where global competition is getting ever more intense, Let go addresses the development of the Québec tourist offer differently. “Spot campaigns are no longer sufficient. We must engage travellers at all times, with content relevant to their interests. Let go marks the launch of a creative platform that tells the story of Québec at its most memorable, with many strands woven together,” explained Sébastien Viau, Vice President, Marketing and Merchandising at the Alliance.

The music of the creative platform also tells one of the stories of Québec. Homegrown artist Geoffroy composed Wanderer, the original track of the platform’s main video, which he performs in English. Québec singer Beyries lends her voice to the French version. By highlighting emerging talents, Let go promotes the creative culture through the QuébecOriginal brand.

Targeting the markets of Ontario, the United States, Mexico and France, Let go is the result of a partnership involving many players within the tourist industry. The new creative platform promoting the destination has been developed with the digital team at ministère du Tourisme and agencies Cossette and Touché!.

The various contents of the creative platform are available on the quebeoriginal.com website.

– 30 –

About QuébecOriginal and Alliance de l’industrie touristique du Québec
QuébecOriginal is the strong voice through which Québec’s personality as a world-class tourist destination is expressed. QuébecOriginal is a collective brand that encompasses the spectacular landscape, creative culture and generous welcome of Quebecers. Based on memorable experiences, these components make Québec a destination to be shared widely, not just visited. Alliance de l’industrie touristique du Québec (Alliance) is mandated by the Minister of Tourism to promote Québec as a tourist destination. With its partners, the Alliance carries the QuébecOriginal brand for the national and international profile of the destination and the increased economic spinoffs for Québec and its regions.

About ministère du Tourisme
The mission of ministère du Tourisme is to support the development and promotion of tourism in Québec. It fosters the cooperation and partnership of the stakeholders involved in this development and promotion, with a view to creating jobs, promoting economic prosperity and sustainable development.

About Cossette
Cossette is a fully integrated marketing communications agency offering a full range of cutting-edge communications services. It is a community of talents, a unique pool of expertise and creativity that builds strong brands for its customers while maintaining a dialogue with consumers.

About Touché!
Touché! is the most recognized and awarded Canadian media agency on the Québec, Canadian and international media scene. From its offices in Montreal and Toronto, it advises leading national advertisers on how best to use the media by combining the power of data with impactful creativity. Touché! is part of the Omnicom Media Group.
For an interview or information: Rachel Rousseau, [email protected], 581 999-7437