Alliance de l’industrie touristique du Québec: Let Go by Cossette

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The Alliance de l’industrie touristique du Québec is launching 'Let Go', a new creative platform to promote international tourism, in collaboration with Cossette. For the occasion, the Alliance invited five influencers to let go and immerse themselves in what Québec has to offer.

“'Let Go' is more than an advertising concept. It’s an attitude, a pledge that resonates throughout the content, year-round. We used a documentary-style approach to showcase the spectacular landscapes of Québec and the creative culture present here. We also wanted to show how much the warm welcome that awaits visitors makes their travel experience a truly memorable one,” said Florence Girod, chief strategy officer and head of integrated product at Cossette.

In an industry where global competition is always on the rise, this new platform has been implemented within an ecosystem where the content was designed in line with each traveller’s particular journey. “One-off campaigns don’t cut it anymore. We need to continuously reach out to travellers, with content that’s relevant to their interests. This is a platform that presents Québec through several stories that come together to make a whole,” said Sébastien Viau, vice-president marketing and sales for the Alliance.


Advertiser: Alliance de l’industrie touristique du Québec

Agency: Cossette

Media agency: Touché!

Production company: Les Enfants

Director: Eva Van den Bulcke

Visual post-production: Chop Chop

Mix/sound design: Cult Nation

Photography: Martin Laporte and Guillaume Simoneau

Original music: Cult Nation (Tim “Heartfelt” Buron, Geoffroy Sauvé)

Vocals: Geoffroy

French adaptation and vocals: Beyries