Eastern Townships ATR

Total impressions

+1,7M

Contents created

+444

Influencers

Average engagement rate
for the 3 campaigns

8,25%

The Eastern Townships is a region close to Montreal which offers various tourist stays. During the year 2022, Anorak Travel was able to support the Eastern Townships ATR on three seasonal influencer campaigns to promote its entire tourism offer.

BRIEFING

Advertiser

Eastern Townships ATR

Goal

Awareness

Target

Quebec-Ontario-US
Women/Men 20-55 YO

1- Outdoors, families

2- Families, epicureans, athletes

3- Business workers

Influencers

3 moms
8 lifestyle, travel
5 outdoors
1 business personality

Content

photos, videos, blog posts, exclusives photos

Platforms

IG, TikTok, FB,
LinkedIn, blog

#EasternTownships #Cantons2022

The Eastern Townships have so much to offer that one campaign was not enough

Step 01
The L'EST GO campaign

The first campaign took place during the winter season. Eight content creators were invited to ski in the four ski stations of the region using the L'EST GO pass. They shared their mountain experiences with their communities through more than 200 contents that generated nearly 420k impressions.

Step 02
The summer campaign

For the next campaign, Anorak selected and coordinated the visit of 8 other influencers to the Eastern Townships during the summer. The trips were structured around three specific themes (cycling, beer and cheese, family) in order to increase awareness of the destination. The campaign had an excellent engagement rate of 14.57% and generated more than 1.27M impressions thanks to the media amplification of the influencers' content.

Step 03
The fall campaign for business tourism

We ended the year with a fall campaign to promote business tourism in the region. Nicolas Duvernois, a well-known businessman in Quebec, organized his company meeting at Estrimont. A great coverage for the region thanks to the notoriety of the company and its leader on various social networks, including LinkedIn. A successful campaign that demonstrated that influence is not only reserved for entertainment tourism, but can be applied to business tourism. The campaign generated more than 57k impressions and reached nearly 24k people.