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Sepaq readies summer promotion

Quebec government agency Sépaq is preparing a promotion encouraging residents of that province to engage in outdoor activities this summer. Developed by Lg2 of Montreal, the campaign will include a contest that invites consumers to locate one of two branded vehicles called Sépaqmobiles that will visit various Quebec cities. Participants can sign-up to receive notifications of the vehicles' locations, or to be informed by a geolocation system when they are near a vehicle. Consumers who find a vehicle can then enter the contest by posting a photograph of it on Instagram. Winners will receive a four-day trip in a camper to visit outdoor travel locations. The campaign also includes a 60-second online video and other localized promotion. The promotion will run from July 18 to Aug. 3. Sépaq is the government agency which manages the parks and wildlife areas of Quebec.

"The campaign had to reflect Sépaq's mission of connecting people to nature, and as Quebec's largest outdoor network, we knew we had a lot of room to explore different creative ideas," said Stéfanie Forcier, a strategist at Lg2. "The concept for a treasure hunt was very appealing because it adds a sense of adventure to the contest."

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