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Quebec tourism group begins campaign

The Alliance de l'industrie touristique du Québec has begun an online promotion called “Born to Let Go.” The campaign, developed by Cossette, consists of a series of online videos promoting tourism to the province. The videos feature a pair of travelers visiting carious locations in the province. The campaign includes eight episodes ranging in length from three to five minutes. It is aimed primarily at consumers in France, the United States and Ontario. Four additional episodes aimed at Mexican consumers will be released in the fall.

“Québec isn’t simply a destination,” said Martin Soucy, president and CEO of the organization. “It’s an invitation to let go and get in touch with what really matters. We all feel the need to let go, but too often we ignore it. When you visit Québec, it becomes instinctive, as this place has everything it takes to make it happen. In Québec, you can go off the beaten path and feel free to try new things.”

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