Northern Quebec Mining Action Committee

  • In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

    In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

  • In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

    In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

  • In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

    In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

  • In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

    In 2009 and 2010, the Lure of the North caravan traveled across Quebec to recruit workers.

  • The communications campaign was also supported by advertising on local radio stations in all the regions that were visited by the tour caravan.

    The communications campaign was also supported by advertising on local radio stations in all the regions that were visited by the tour caravan.

  • To communicate the advantages of the Nord-du-Québec region, NATIONAL helped develop a website presenting the region’s quality of life and employment opportunities.

    To communicate the advantages of the Northern Quebec region, NATIONAL helped develop a website presenting the region’s quality of life and employment opportunities.

Communications Plan and Lure of the North Regional Tours

Overview

In 2007, the Northern Quebec Mining Action Committee, a non-profit consortium of mining companies, economic development and government agencies in Quebec, approached NATIONAL to help them attract 1,100 workers over the next 5 years to meet the labour needs of the mining industry in the Northern Quebec region, and to strengthen the region’s urbanized areas by attracting workers who would settle there permanently.

NATIONAL was tasked to develop and implement a campaign to inform key audiences about job opportunities in Northern Quebec’s mining industry, and to create a fair, positive perception of the industry and the region. The campaign was launched in fall 2009 followed by the first leg of the regional tour. A second regional tour happened in fall 2010.

Creative Solution

Although Quebec’s mining industry has stepped up its recruitment efforts (with trade fairs, websites, brochures, mine tours, etc.), it had not managed to attract enough workers interested in moving to Northern Quebec. NATIONAL’s challenge was to turn these efforts into results. 

NATIONAL had to create a communications campaign to promote the unique features of the region, encouraging mining workers to choose Northern Quebec over other areas where the mining industry is active, and sparking interest in a remote area that remained virtually unknown to many Quebeckers.

NATIONAL’s strategy was to create a direct campaign targeting grassroots audiences. The idea was to travel around the province to meet with audiences on their own turf and inform them of the many benefits of Northern Quebec, including quality of life, employment opportunities, climate, activities and available services. Bringing the North to these audiences was also a great opportunity to dispel a number of myths about the region.

Since the Lure of the North campaign was promoting the advantages of a specific region, it became strategic to create a distinctive signature for Northern Quebec in order to differentiate it from its neighbouring regions.

NATIONAL therefore recommended integrating all promotional activities for the region and its mining industry under a unified brand image (logo, slogan, colours, website, etc.), regardless of whether they originated from the public or private sector.

Media Rationale & Communication Tools

The media relations efforts and communication tools all shared the same objectives: create awareness of the Lure of the North direct campaign to attract people to the caravan when it visited their region and maximize the visibility of the initiative in these communities.

To do so, NATIONAL organized two media events to launch the campaign in Chibougamau (Northern Quebec) and Montreal. Media relations were also conducted in all the regions visited by the Lure of the North team before the arrival to encourage people to visit the caravan, during the visit to publicize the campaign’s objectives, and afterward.

NATIONAL also negotiated the recruitment of a renowned spokesperson to help glamorize the campaign and bring a young, fresh and dynamic face to the region.

To communicate the advantages of the Northern Quebec region, NATIONAL helped the Northern Quebec Mining Action Committee to develop a website presenting the region’s quality of life and employment opportunities. In addition, NATIONAL created scripts for several informational videos that were posted on the website as well as a contest to win a trip to Northern Quebec to further encourage people to visit the region. The communications campaign was also supported by advertising on the Web and on local radio stations in all the regions that were visited by the tour caravan.

Impact & Results

The launch events of Montreal and Chibougamau both received extensive coverage in all major electronic and print media across the province. Spokespeople gave more than 60 interviews in just two days. Following the launch, a caravan toured the province, stopping in a dozen smaller cities. Interviews and reports on the Lure of the North received blanket coverage in all of the regions on the caravan’s itinerary.

Overall, coverage was substantial and positive, echoing the campaign’s key messages, with significant spokesperson presence. There were over 26,300 unique visitors to the new website and 116,000 pages were viewed during the one-month campaign. During the 10-day regional tour, over 2,000 people visited the caravan to find out more about job opportunities in Northern Quebec. Finally, over 600 people were sufficiently interested to submit their CV using the online job site of Emploi Quebec, the Quebec government’s Department of Labour.