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The project

In the current context which winter events could not take place, Burton and JACKALOPE set their mind to highlight and position the beautiful Gaspé region as THE dream destination for snowboarders and pow lovers.


The Experience

Four Quebec snowboarders, as well known on the international competitive scene as they are appreciated in their community, are getting together to live a common dream.

In the fall, the athletes cleared an unexplored mountain in the heart of the Chic-Choc mountain range; Mount York. They created a completely new off-piste descent that they returned to hike and ride in winter.

Murdochville is much more than of a former mining town, it is also a powder paradise in the east of North America, thanks to the new life given to it by the Chic-Chac organization.

A 6 month campaign

– Several blog posts & multiple publications on FB, IG, Tik Tok
– Amplification campaign on social networks
– 1 teaser (Advertising broadcasted during the IF3 festival and during the premiere of Burton’s film One World)
– 6 recaps (best of athletes)
– 1 main recap
– PR operation in the local, Montreal and specialized press (TV, radio, Web)
– Contest: “Win 2 round-trip plane tickets to  the Gaspé Peninsula” with Pascan

The results

on our platforms
5,5K engagements
on videos
365K impressions
on digital campaigns