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Quebec tourism alliance begins Let Go campaign

The Montreal-based Alliance de l'industrie touristique du Québec has begun a new campaign called "Let Go," intended to attract tourists to the province. The campaign was developed by Cossette. It consists of four 60-second videos that will run as online pre-roll ads and on social media sites. The initiative is aimed at consumers in Ontario, the United Stated, France and Mexico. The videos depict trips through the province undertaken by five travelers, with each trip customized to appeal to that person's interests. The participants include a chef from France, an actor from Mexico, a travel blogger from the US and a pair of photographers from the US and Canada. The campaign also includes 11 15-second videos depicting the variety of tourism activities in Quebec, as well as a three-minute introductory video. The effort also makes use of social media activities and digital advertising, as well as a website at <>.

"'Let Go' is more than an advertising concept," said Florence Girod, chief strategy officer at Cossette. "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 Quebec and the creative culture present here. We also wanted to show how much the warm welcome that awaits visitors makes their travel experience a memorable one. The five influencers we invited are used to being in constant contact with their communities. We asked them to shut off their phones and stay away from social media to experience every moment of their trip and fully enjoy Quebec. It's that experience of letting go that we captured, with all the sensations and emotions that ensued."

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