UNIS : Launch of a new canadian television channel
In August 2013, the CRTC authorized TV5 Québec Canada to create a new Canadian French-language channel called Unis. A number of leaders in French-Canadian communities backed a competing project and criticized this decision to give TV5, which is headquartered in Québec City, the go-ahead. A few months before Unis began broadcasting, its launch was looking doubtful and our goal was to have a successful launch with no hitches. We wanted to emphasize the “local, Francophone, and different” character of the channel.
Strategies and actions
CASACOM developed a strategic plan targeting the general public, including the one million French-speakers scattered across the country outside Québec, as well as association, government, and media leaders. We developed an approach and came up with key messages tailored to the situations of French-speakers areas across the country. Social media played an important role. The “Sors la langue de ta poche” (speak your mind) Facebook contest helped reach our audience and promote the channel. CASACOM also developed a media strategy and planned and coordinated media, logistics, and events for the Unis launch across the country, including the Gala in Winnipeg.
On September 1, 2014, Unis officially hit the airwaves. We managed to avoid any potential pre- and post-launch pitfalls. We achieved all of our communication objectives: we got a lot of positive media coverage before, during, and after the launch of the new channel. Press reviews from Vancouver, Winnipeg, Toronto, Montreal, and Moncton confirm it. We had 115 positive spinoffs for a total reach of 52 million. What’s more, CASACOM generated significant traffic on Unis’s social media with the Facebook contest. The number of followers jumped from 0 to 14,000 in just a few months.