15 municipalities, 1 seal of quality, 100% Matawinie
Putting a tourist destination on the map requires a strong identity — especially when the region's name resembles others or remains little-known to the general public. For Matawinie, in the northern part of the Lanaudière region, the challenge was twofold: build distinctive awareness to attract visitors, while uniting a multitude of local players under a single banner.
Approach
Side-Car was tasked with designing a large-scale awareness campaign to position the region as a must-visit destination. Our strategy rested on creating a unifying symbol: the "100% Matawinie" seal of quality. Rather than working in silos, we developed a campaign concept designed to be embraced and carried forward by the entire territory. From the promotional video to out-of-home visuals, we highlighted the unique attractions and richness of northern Lanaudière.
Results
The rollout of this strong identity was a true regional catalyst. The campaign brought together the efforts of 15 municipalities, creating unprecedented synergy and collective impact for the region. Through this concerted push, Matawinie built a consistent, memorable brand image, significantly boosting its visibility and inviting Quebecers to come discover its hidden treasures.
