Témiscamingue: an agritourism brand by Sparkling

Our concept and rollout of the Témiscamingue agritourism brand.

Expertise Food & drink · Content marketing · Social media · Municipalities +3

In 2023, Sparkling was commissioned for a major strategic project: the creation and promotion of the Fièrement d’ici agritourism brand for the MRC de Témiscamingue. The goal was to showcase local agriculture and agritourism in this one-of-a-kind region of Quebec, rich in local products and gourmet experiences.

A tall order: adapting an existing brand identity for agritourism

Sparkling’s mandate was to transform the brand image already in place for Témiscamingue by weaving in a strong agritourism dimension. The process began with a broad consultation among local players – producers, merchants and other key stakeholders in the food and farming sector. This collaborative approach helped the Sparkling team pinpoint the flagship concept that would drive the project: Fièrement d’ici.

This new brand was designed as a symbol of pride for residents and a mark of quality for visitors. The studio built a complete communications plan, including a unique logotype and promotional tools tailored to a range of media, such as posters, storefront stickers and a microsite dedicated to agritourism in the region.

The mission

1. Consult the local Témiscamingue industry

2. Build a strong brand true to agritourism

3. Roll out the brand and bring it to life

Phase 1: Laying the foundations of a strong brand

Building the brand unfolded in two essential stages, led hand in hand by Sparkling.

The first phase, in the summer of 2023, allowed Sparkling to establish the brand’s foundations. The agency coordinated several strategic initiatives, including a photoshoot with local ambassadors to capture the authenticity and diversity of Témiscamingue’s products. Sparkling also produced a series of tutorial videos and a video manifesto to explain the mission of Fièrement d’ici.

To ensure the brand’s longevity and its swift adoption by local producers and merchants, the agency built a royalty-free image and video bank. This material is made available to local players so they can promote their products effectively while staying aligned with the new visual identity.

Sparkling also developed a contest called Découvre le Témiscamingue gourmand, an editorial calendar and a set of customizable communication tools (posters, stickers) for local businesses.

Phase 2: Amplifying the brand

The summer of 2024 marked the project’s second phase, with the strategies put into concrete action. Sparkling rolled out a multichannel communications campaign, including a strong digital presence on social media. The campaign reached more than 600,000 impressions and generated 3,574 interactions with the region’s agritourism routes.

Three new themed routes were introduced, each spotlighting the riches of the local terroir. These routes were accessible through QR kiosks installed at producers and merchants, making discovery easier for visitors while boosting digital engagement.

In parallel, Sparkling produced culinary videos featuring a local chef, offering recipes built around regional products. This content fueled the digital campaign on social media, raising the visibility of the Fièrement d’ici brand among residents and tourists alike. Flyers and brochures were also handed out to visitors at strategic locations to promote the agritourism routes and events.

Results and impact

The strategy Sparkling put in place quickly paid off. The Fièrement d’ici brand was widely embraced by local merchants, and the communication tools (posters, stickers, microsite) helped strengthen their visibility while showcasing the region’s products.