CASACOM wins gold at SQPRP Excellence Awards

On October 15, 5,000 Quebecers toured 17 major projects including Maison symphonique de Montréal, Promenade Samuel-De Champlain in Quebec City, the Boréalis Museum in Trois-Rivières, and the welcome center at Agésilas-Lepage Wharf in La Baie. What makes this unique? The tours were guided by consulting engineers passionate about their field. The first ever Vues de l’intérieur doors open hosted by Association des ingénieurs-conseils du Québec (AICQ) allowed visitors to get an inside glimpse of the architectural achievements and learn fascinating design details on local projects.

On the occasion of the SQPRP (Québec Public Relations Society) Excellence Awards, the CASACOM team would like to thank all of the partners and participating firms for their contribution to making the event a success. Special thanks to AICQ, our client, for its trust and support. Below are the highlights of this groundbreaking project.

The challenge

AICQ wanted a strategy that would showcase the profession. Consulting engineers are and do much more than what we read about in the papers, and the news was definitely affecting public perception. CASACOM therefore submitted a comprehensive plan to inspire pride and awe, and shake off the doom and gloom. Among the proposed activities, we suggested making consulting engineering accessible to Quebecers by featuring the expertise and dedication of professionals through a multisites doors open event.

The strategy

Throughout the Vues de l’intérieur project, we focused on establishing strong, direct relationships with all key audiences to promote contact and raise awareness of the work of consulting engineers. We wanted to build bridges with both visitors (science fans, families, and students) and partners (engineering schools, CEGEPs, and associations) in a stimulating, educational environment. Our objectives for this inaugural event were buy-in from firms, engineers, and contractors; flawless logistics; positive media coverage; several thousand visitors; and a happy client!


The action plan

Since this was a first edition, we had to start from scratch, creating an organizing guide for participating firms, a communication and promotion plan (media relations, advertising, and social media), a contingency plan, presentations to firms, and so on. Our team also coordinated design and production of all visual identity tools for the event, including posters, a website, and graphic standards, with assistance from Tam Tam/TBWA for advertising and Tattoo communications for graphic design, among others. Stéphane Bellavance, an outstanding spokesperson popular with families and young people, helped us achieve good visibility. Lastly, we supervised logistics for the 17 highly diverse sites.

Radio spot Vues de l’intérieur

The results

The inaugural Vues de l’intérieur attracted 5,000 visitors as hoped despite the chilly, windy, rainy weather that morning. Positive media coverage reached an audience of over 5 million (in addition to 5.3 million for advertising). There were 16,000 website visitors, and the Facebook page attracted 652 fans in a single month, providing a forum for extensive interaction. Glowing comments from visitors and participating firms not only show that the event was successful, but that we achieved our primary objective; showcasing consulting engineering by building awareness of the profession. Our message has been heard! And the firms had a wonderful experience. Mission accomplished!

Marie-Josée Gagnon About the author
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