Born to Let Go - Alliance de l’industrie touristique du Québec | Clapboard Ad Archive

Born to Let Go is a content-driven campaign launched in 2019 by Cossette for the Alliance de l’industrie touristique du Québec that redefines travel storytelling through an intimate exploration of Québec’s diverse landscapes and culture. Targeting international audiences in the hospitality and tourism market, the campaign follows two pairs of high-profile travelers—US photographer Paola Franqui and her mother, alongside French influencers Alex Vizéo and Steven Herteleer—as they immerse themselves in the province’s natural beauty and authentic experiences. This narrative approach aligns with what Clapboard’s taxonomy classifies as FORMAT#10 Associated User Imagery, where the aspirational yet relatable profiles of real travelers invite viewers to envision themselves in the same journey of escape and rediscovery. The campaign’s emotional core is further amplified by an original soundtrack, a cover of Daniel Bélanger’s Fous n’importe où performed by Québec singer-songwriter Charlotte Cardin and music producer CRi, which adds a nuanced sonic layer evoking the freedom and tranquility central to the Québec experience. Comprising nine media assets, Born to Let Go leverages a multi-channel strategy orchestrated with Hearts & Science to maximize digital engagement through social platforms and dedicated travel planning resources, thus extending its reach and reinforcing QuébecOriginal’s positioning as a premier global travel destination. The campaign’s emphasis on genuine human connection and sensory immersion eschews traditional product push in favor of evocative storytelling, allowing the viewer to vicariously let go of daily stresses and embrace the warmth, adventure, and cultural richness that define Québec’s hospitality ethos. Clapboard rates this campaign 71/100. Born to Let Go matters to the industry because it demonstrates how blending influencer-led narratives with culturally resonant music can deepen emotional engagement and elevate destination marketing beyond mere visuals to create a compelling invitation to experience place through shared human desires.