BonClub Launches New Awareness Campaign for Culture Gaspésie
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Gaspésie Launches “From Culture to Greatness” Tourism campaign
what’s Happening in Gaspésie?
The gaspésie region of Quebec is launching a new tourism campaign, “Gaspésie, from culture to greatness,” designed to highlight the area’s rich cultural offerings alongside its renowned natural beauty. Spearheaded by BonClub in collaboration with media agency Space M, the initiative aims to attract visitors seeking authentic cultural experiences.
The campaign arrives as Quebec experiences a surge in domestic tourism. According to Statistics Quebec, overnight stays by Quebec residents increased by 18.5% in 2023 compared to 2019, demonstrating a strong preference for exploring within the province. This trend presents a critically important chance for regions like Gaspésie to attract a wider audience.
The Three Pillars of the Campaign
The “Gaspésie, from culture to greatness” campaign is built around three core pillars: creative, festive, and historical. These pillars serve as the foundation for all messaging and content formats, ensuring a cohesive and impactful narrative.
- Creative: Showcasing the vibrant arts scene, including local artisans, galleries, and performances.
- Festive: Highlighting the region’s numerous festivals and events, celebrating music, food, and local traditions.
- Historical: Exploring Gaspésie’s rich history,from its Indigenous roots to its maritime heritage.
Visually,the campaign employs a striking diptych approach. Each piece of creative content juxtaposes a scene of cultural activity with a breathtaking landscape view, emphasizing the harmonious relationship between culture and nature in Gaspésie.
Influencer Road Trips: Experiencing Gaspésie’s Culture
To bring the campaign to life, BonClub partnered with three prominent Quebec content creators to embark on unique cultural road trips through the region. These creators will document their experiences and share them with their followers,providing authentic and engaging perspectives on what Gaspésie has to offer.
| Content creator | Instagram Handle | Focus of Road Trip |
|---|---|---|
| Jeanne Rondeau-Ducharme | @jeannemap | Exploring local artisan workshops and studios. |
| Camille D. Sperandio | @cam_ds | Immersing in Gaspésie’s vibrant music scene and festivals. |
| Jess Megan | @jessmegan | Discovering the region’s historical sites and maritime heritage. |
These influencer collaborations are a key component of the campaign’s strategy, leveraging the power of social media to reach a wider audience and inspire travel. The creators’ diverse perspectives will showcase the breadth of cultural experiences available in gaspésie.