While the spectacular landscapes of Gaspésie draw the eye, its cultural richness takes center stage in a new awareness campaign by BonClub, in collaboration with Espace M.
Launched early in the summer season, the campaign “Gaspésie, from Culture to Grandeur” invites travelers to explore the region differently — by discovering a territory where every detour can lead to a unique cultural experience.
The strategy rests on three pillars — creative, festive, and historical — which shape all messaging and formats. The initiative combines outdoor displays, radio messaging, and various digital ad formats to inspire travelers before departure and accompany them throughout their stay.
Espace M handled media strategy and multi‑platform activation, with an approach centered on discovery and inspiration. The agency relied on geo‑targeted placements to reach travelers in the planning phase, then to reinforce awareness of Culture Gaspésie and the region’s attractions once they are on site.
The initiative also came to life through cultural road trips led by three Quebec creators: Jeanne Rondeau‑Ducharme (@jeannemap), Camille D. Sperandio (@cam_ds), and Jess Megan (@jessmegan), who shared their favourites and routes via interactive maps available on culturegaspesie.org.
Results
More than 5.3 million views, 441,000 full video views, and 12,000 clicks to the Culture Gaspésie site — confirming public enthusiasm for this new way to explore the region.
Source: Grenier
