The contest was build around the fact that visitors could build their dream weekend, and then have a chance to win it. It lasted for 25 weeks, and 1 winner was picked each week.
Participants had to go to the Chaudière-Appalaches website and create a customized weekend by choosing from the 550 companies they could visit during their stay.
The campaign was done in an omnichannel manner, i. e. television advertising, Google Ads, Facebook and email. promotion People could win additional opportunities by sharing either by email or on Facebook.