15 municipalities, 1 seal of quality, 100% Matawinie
Matawinie, in northern Lanaudière, is a tourist region few Quebecers can place on a map. Fifteen municipalities wanted to attract visitors by speaking with one voice.
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
All 15 municipalities adopted the seal and the campaign. The region now has one shared image, the same on the billboards, in the video and with every partner.
