The Quebec Tourism Alliance is vibing with locals’ zest for life and embrace of the summer months.

The new campaign for the Alliance de l’industrie touristique du Québec, “We summer all out” is an attempt to capture the free spirit of the province, through landscapes, dance, camaraderie and diversity. And the hero spot includes locals doffing their clothes and running to the nearest beach, but also some more ethereal elements like a woman enjoying a cathartic rainstorm.

“A lot of tourism ads you see are very straightforward, you come here, you see beautiful landscapes, you have fun, and probably eat great food and meet very nice locals,” says Judikaela Auffrédou, VP of strategy for Cossette, the agency which developed the campaign. “But we wanted to encapsulate something that is a difficult to [do] with words, this specific vibe we get in Quebec.”

The campaign therefore, is more evocative, more emotional, and something that speaks more to the heart, Auffrédou explains.

Supplementing visuals of fireside dances and jacuzzi chillouts is a cover of Marjo’s “Chats sauvages” by Mayfly – in a French and bilingual version – an aural embodiment of the emotional and spirited sense of summer freedom the campaign looks to highlight.

The Alliance de l’industrie touristique is responsible for promoting the province as a popular destination through the Ministère du Tourisme’s Bonjour Québec brand. Cossette won the pitch in 2017, and renewed its contract for the account last year.

Auffrédou ascribes Cosssette’s long-term relationship with the Alliance, to the shop’s deep understanding of the tourism industry, through Tourism Quebec work, but also past creative it’s done with Destination Canada, Tourism Montreal, and Tourism Yukon.

The 360 campaign targets every aspect of the Canadian media ecosystem (TV, audio and online platforms) and is supported by Hearts & Science.

“We summer all out” is in-market to create a sense of excitement about Québec as a destination, targeting the traditional core of American, Canadian and French travelers planning their summer vacations.

And the Alliance de l’industrie touristique du Québec says it’s also been gaining traction with Mexican travelers, an increasingly important market. And like previous campaign efforts there are specific adaptations specifically tailored to the Mexican audience. Auffrédou says it is Québec’s extensive lakes that resonate, but also that the Mexican audience is more receptive to the social currency of the province, as well as Montreal’s vibrant food scene.

Previous work by the Quebec Tourism Alliance used a documentary-style approach putting cameras in the hands of international visitors and again targeted North American, French and Mexican vacationers.

An April Narrative Research study of 1,200 Canadians reveals that 56% intend to travel at some point during 2023, with Canada and the U.S. the top two destinations, and 24% reporting that they will travel somewhere within Canada.