Context
For more than 30 years, Group Germain shaped the unique art of Canadian hosting, thanks to its real and durable relationships with its clients.
Today, the family business wishes to travel the world, coast to coast thanks to its pan-Canadian network of 18 hotels.
Challenge
With the infinite range in websites that can now identify every travel option to help travellers get the best voyage option, it is more and more challenging to attract and retain new customers.
Through this campaign, Germain Group wanted to put forward its expertise while inviting people to book directly through their platforms.
Insight
A place cannot host, but a human can.
Germain Group is a family business that expanded the family throughout the whole country by relying on relationships with its employees... but also with its clients.
Many brands that are part of the Group Germain sets themselves apart by highlighting individuals. Employees of the brand have always valued human contact through a very personalized approach.
This idea of an extended family has then become our most significant idea, which is to showcase the best of what Canada has to offer through the lens of exceptional locals.
Solution
To make all potential clients travel with us before they even take off, we produced a four-episode series showing a meeting between two friends of the Germain family. Both companions share the same passion as the group: hospitality, gastronomy and lifestyle.
Through the graphic universe we developed, the images we captured, the narrative weave we created and the humans we gathered, we were able to showcase Montreal, Ottawa, Toronto, and St-John’s.
To this series, the masterpiece of the campaign, we also put together ad banners, articles and social media content in collaboration with a media partner and Germain Group. It is thanks to this tight collaboration that we elaborated a full ecosystem of complete content.
One of the family - The web series
