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December 1, 2003 - Strategy Magazine
Special Report: Marketing to Quebec

Tapping into Quebec media
Triggering a strong response from PR in Quebec is just a matter of knowing whether to be salty or sweet

by Sara Minogue
page 17

"It's been Mastercard's experience that Quebecers are very open and respond well to PR messaging. Because they respond well, we have always invested in programs in Quebec and will continue to do so," says Tracy Hanson, VP marketing for Toronto-based Mastercard Canada.

Evidence that media relations are more effective in Quebec than elsewhere is largely anecdotal, but consistently so. In a province that requires expensive tailoring of most national marketing campaigns, PR may be the most cost-effective method for getting targeted, tailored messages to Quebecers.

"The great thing about Quebec is that they have a greater concentration of local media than other markets," says Susan Hayes, marketing manager for Toronto-based Workopolis. "It's really anecdotal but we find it's more highly concentrated and messages are more readily endorsed."

Quebec represents its own media universe that is unique in North America - the province has more beauty and fashion publications that the rest of Canada combined - and smart marketers should take advantage of this.

Virginia Zimm, EVP of Mississauga, Ont.-based Faye Clack Communications, does PR in Quebec on behalf of a number of clients in the food industry. She's found that PR is "highly effective" when working in that province.

Zimm's working strategy is to treat the Quebec market as a separate region, and to stay in direct contact with the food media, home economists, food consultants and chefs who are working in the province to stay abreast of news, politics and general trends. She also tailors her press releases specifically to this region.

Zimm notes a number of differences in Quebec when it comes to food. "For the most part, I think they eat well but they are indulgent. They don't cut out their chocolates or their maple syrup, but they are very healthy eaters. They continue to cook with lard and butter and think that's perfectly fine, and quite frankly, it is, in moderation. Food to them is a cultural experience, it's a happening. They don't eat for sustenance, they eat for enjoyment."

All of which informs press releases sent to that market. In October, Zimm issued a press kit on behalf of the California Walnut Commission. "Quebec is a sweet-eating province as opposed to other provinces," Zimm says, referring to a study her firm conducted four years ago. Hence, recipes included in the Quebec press kit focused on desserts rather than some of the savory recipes sent out to B.C., a good example of a non-sweet-eating province.

According to Statistics Canada, 2003 year-to-date shipments of in-shell walnuts originating from California into the Quebec marketplace have increased 245% over the same time year prior; shelled walnut shipments have increased 414% for the same period.

Zimm notes that the pick-up "is much better when we align ourselves with the province." She's also careful to make sure that she has somebody handling media relations from Quebec, and that all press releases have been endorsed with testimonial that comes from the marketplace, whether it be Julian Armstrong, food editor for the English-language daily The Gazette, or a revered local chef.

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