Tourism and Attractiveness Campaign for the MRC de Témiscamingue

The MRC de Témiscamingue tasked Sparkling with designing and producing an integrated campaign to promote the region to tourists and to attract new residents for the 2022 summer season.

Building on that initial success, we extended our collaboration by also creating an agritourism brand in 2023 and 2024. Our campaign, built around the theme “Voici un moment Témiscamingue,” revealed the little-known riches of this one-of-a-kind region while significantly boosting its appeal.

The mission

1. Develop an innovative and authentic communication strategy

2. Produce captivating visual and editorial content

3. Launch a regular newsletter to keep and grow a loyal audience

A unique region worth showcasing

Témiscamingue, a region rich in natural and cultural attractions, needed a strong marketing strategy to stand out from other parts of Quebec, notably the more heavily publicized Abitibi and Gaspésie. Our campaign theme “Voici un moment Témiscamingue” crystallized the region’s distinct identity by highlighting authentic, memorable experiences.

An integrated two-part strategy

Our mandate revolved around two main objectives: drawing tourists during the summer season and encouraging new residents to settle in the region.

We took a dual approach, combining a powerful digital presence with strong traditional visibility across several media channels.

Creating authentic content

Visual content was at the heart of the campaign. We produced original videos and photography capturing the essence and natural beauty of the region, along with the warm welcome of its people. These visuals were rolled out across every digital channel (Instagram, TikTok, YouTube) to reach a broad and varied audience.

Television and digital advertising

A punchy 30-second TV ad aired on Noovo and Canal Vie, paired with a long-form version on YouTube to maximize the reach of the message. This ad served as the anchor for the overall campaign, running throughout the summer of 2022.

A targeted editorial strategy

We also built a precise editorial calendar to ensure the message stayed consistent and coherent throughout the campaign. On top of that, a special Extra insert published in La Presse reached the Montreal population directly, further boosting Témiscamingue’s visibility and appeal.

A stronger digital presence

The strategic use of social media, particularly through Stories and Reels on Instagram and TikTok, engaged the tourist audience directly. Meanwhile, a large-scale outdoor advertising campaign across the greater Montreal area, including its main highways, ensured optimal visibility among an urban audience looking for regional experiences.

High-performing digital campaigns

By using retargeting tools and running paid search campaigns, we achieved remarkable results: over 5 million impressions recorded across digital platforms (Google, YouTube, Facebook, TikTok).

We also deployed an innovative keyword-buying strategy that redirected the initial search intent of users looking for Abitibi or Gaspésie toward Témiscamingue.

The “Moment Témiscamingue” newsletter

A brand-new newsletter was created to support the campaign, with a clear and engaging editorial voice. Thanks to an effective lead-magnet approach, this newsletter posted a remarkable open rate, strengthening engagement and building lasting audience loyalty.

Results and impact

The overall impact of these projects was significant on several fronts:

Increased awareness

Stronger local and tourist engagement

An effective multichannel campaign