Campaign details

Brand: Tourism Quebec (Alliance de l’industrie touristique du Québec)
Brand owner: Alliance de l’industrie touristique du Québec
Lead agency: Hearts & Science Montreal
Contributing agencies: Cossette
Country: Canada, United States, Mexico, France
Industries: Destinations and locations
Media channels: Content marketing, Online video, Programmatic display, Social media
Budget: 1 - 3 million

Executive summary

To inspire travellers from abroad to visit the province, Tourism Quebéc needed to touch the heart of the right consumer at the right moment. To achieve this, we turned on the power of data. This is how Born to Let Go, an eight-episode video documentary, came to life.

Market background and context

Those who visit the province of Quebéc in Canada describe it as an emotion-rich destination. But the province doesn't rank in the top 100 travel destinations in the world, nor does it benefit from a widely recognised landmark. Quebéc's charms reveal themselves to those who let go of their expectations, to those who travel here.