a lasting legacy - Ville de Québec

Transcription

A LASTING LEGACY
THE 400th ANNIVERSARY’S
FRIENDS AND ALLIES
SALUT 400e!
THE 400th ANNIVERSARY’S
FRIENDS AND ALLIES
David Cannon
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THE 400th
ANNIVERSARY’S
FRIENDS
AND ALLIES
To explore the New World, Samuel de Champlain concluded
alliances with the First Nations as a means to expand his field
of action. Similarly the Corporation knew that in order to meet
its financial targets, it would also have to conclude strategic
alliances with sponsors and merchandising partners. This chapter
presents the sponsors and commercial partners who became
the festivities’ friends and allies.
The Corporation knew it would not be easy to negotiate financial
partnerships based on the sole promise of future visibility, so it
drew up a marketing and sponsorship strategy in spring 2006.
The strategy was designed around the programming, anticipated
attendance, and potential audiences and included communication,
advertising, and promotion plans.
The Corporation’s many partners showed the cooperation and
trust required to make this type of event a success:
Potential partners got involved.
Leading sponsors were rewarded with high awareness levels.
Financial goals were met and exceeded.
In order to bring about this historic success, the Corporation
got a big helping hand from partners and its hard-working and
committed team.
Efforts in the years leading up to the event to make Québec City’s
400th anniversary celebrations a huge success really paid off!
The partnerships concluded with business leaders from across
Québec were a generous source of support and a big boost to
the festivities. The Corporation is proud of the trust shown by its
partners. On behalf of the organizers and the people of Québec
City, 400 thank-yous!
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SPONSORSHIP
Prospecting began in 2006. In the beginning some businesses
were reluctant to come on board, and the Corporation had to
review its strategy and pull out all the stops in late 2007 and
even 2008 to secure deals. Partner support in terms of money
and goods and services was nonetheless considerable. In return
the Corporation guaranteed visibility, some of it tied to specific
sponsorship opportunities.
The initial strategy stemmed from the sponsorship plan, which
set out three partnership categories—Major Partners, Official
Partners, and Associate Partners—outlined below. Potential
sponsors were canvassed and agreements were negotiated with
businesses wishing to join forces with the Corporation and
contribute financially to the celebrations. Over 60 businesses got
involved in one way or another, bringing in cash revenues of close
to $4 million and goods and services worth over $3 million.
All the other businesses who indirectly contributed to making
the festivities a success are also deserving of mention. These
include partners that sponsored Associated Programming events,
once again showing the extraordinary generosity of the Québec
City business community. The event’s finances are explored in
greater detail in the next chapter.
SPONSORSHIP PLAN
In 2006 an integrated strategic planning process led to the release
of a sponsorship plan. The Corporation was particularly hoping
for partner-style sponsorships to fund the 400th anniversary
productions. Fiscal year 2006–2007 was when it began offering
businesses the opportunity to become partners of the celebrations.
There were three ways for businesses to help fund the festivities:
Partners who contributed up to $25,000 were known as Associate Partners, a moniker inspired by La Compagnie des
Cent-Associés, a group of Québec’s earliest founders.
As the Corporation met with potential partners, the sponsorship
structure evolved and developed to accommodate businesses of
all sizes and from all sectors, as well as the sums they wished
to invest. In the end three major partnership categories were
put in place, according to the sponsorship amount, which was
for reference purposes only and varied in certain cases. Each
category had its own features and benefits:
Major Partners were showcased in all 400th anniversary
communications and had exclusive sponsorship of specific
productions. This type of partnership was for big businesses
that were in the habit of sponsoring events. It offered substantial visibility at major event sites and was a major source
of donated goods and services for the Corporation, to the
tune of at least $250,000 and generally $400,000 or above.
Société du 400e
Alex Coulombe ltée (Pepsi) teamed up with Québec City’s 400th anniversary
celebrations in December 2007. Left to right: Robert Martineau, Richard
Coulombe, Pierre Boulanger (Société du 400e), Marc Dussault, and François
Côté (Société du 400e)
Official Partners were directly associated with a theme
or production and had more limited visibility. This second
partnership category included suppliers who provided cash,
goods and services, or a combination of both worth $100,000
to $250,000.
The Corporation also created a third partnership level, known
as Associate Partners, which gave smaller businesses an
opportunity to get involved in Québec City’s 400th anniversary
celebrations. This category targeted professional firms and
service and manufacturing businesses in the Québec City
area wishing to contribute cash and/or goods and services
worth $100,000 or less.
Sponsorship revenue outstripped initial $5 million forecasts for
own-source revenue (combined sponsorship and merchandising
income) thanks to efforts that continued right to the very end of
the celebrations. The canvassing strategy to encourage businesses to become financially involved or, for some, to invest a
little more in the festivities did not bear fruit as quickly as the
Corporation had hoped. Even though agreements were signed
with partners throughout 2007, the Corporation had to wait
until early 2008 for other companies to follow suit after the
success of the opening events.
Gilles Fréchette
Bernard Thiboutot, 2008 Sponsorship Director
The visibility plans approved by each sponsor were implemented
at promotional activities, major events, or Espace 400e. Partners
enjoyed a variety of privileges, depending on their degree of
involvement. Privileges included the following:
Exclusive visibility rights (including advertising) worth over
$6.5 million in Corporation promotional and communication
tools (official programs, programming leaflets, promotional
brochures, press releases and press kits, the website, etc.)
as well as media placements
A strong presence at Espace 400e (promotional booth at Place
des Partenaires, mention in the weekly programming distributed all summer long by volunteers, and their names in
other media, including video projections on a permanent
outdoor screen)
Mentions of businesses on promotional bunting, banners, and
pennants, etc., as well as videos projected onto a giant screen
before major events
A second partnership category made it possible for businesses
to associate their names and brands more directly with the
festivities by sponsoring specific productions.
Business functions such as official Corporation receptions,
invitations for The Image Mill, and passes (or tickets) to
400th anniversary productions divided equally between sponsors according to VIP area capacity
A third category consisted of financial partners who wished
to lend their support in the form of goods and services.
Investment returns in the form of credits for ticket purchases
(Passagers/Passengers exhibition, Céline on the Plains, and the
Cirque du Soleil show) and official merchandise
A Lasting Legacy / The 400th Anniversary’s Friends and Allies
Sponsorship
August 25, 2006
“His personality, experience, and knowledge of the business community are all assets that will help make this magical
event a success.” – The Board of Directors on the appointment of Jean Leclerc
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Sponsors benefited as they enjoyed visibility with their target
clienteles, were associated with a major celebration that showed
their commitment to the community, and helped spread the
word about Québec City’s 400th anniversary in their own promotional materials. The Corporation showed its gratitude in
the following ways:
When activities were held at Espace 400e for the first time on
June 6, 2008, the Corporation wanted to highlight the important
role the local business community had played in making the
festivities possible. A commemorative plaque was unveiled at
La Grande Place to draw attention to the generosity of the Corporation’s sponsors. In addition to most of the partners cited in
this chapter, members of Club d’entreprises franco-québécois
that had been instrumental in spurring trade between France
and Canada were a major driving force behind the anniversary’s
success. Members included
It installed an official thank-you plaque at Espace 400e featuring the names of partners.
It had two thank-you banners made. One was permanently
displayed at Place des Partenaires at Espace 400e and the
other at concerts on the Plains.
It projected all partners’ animated logos onto a giant screen
at Espace 400e and onsite before shows.
Airbus
It projected partner logos onto a screen above the bus stops
at Place D’Youville.
Gilles Fréchette
An appreciation plaque was displayed at Espace 400 to honor the sponsors. Left to right: Philippe Couillard, Lisette Lepage, Jean Leclerc, and
Daniel Gélinas
e
It set up an animated website providing information, hyperlinks, and a special thanks to partners.
Air France
Air Liquide
Alcan
Bombardier
Cascades
Gaz de France
France’s Ministry of Agriculture and Fishing
Power Corporation of Canada
Sanofi-avantis
Veolia Environnement
Denis Lemelin
Major Partner and Official Partner flags at The 400 Year Journey
Gilles Fréchette
Major Partner representatives at the inauguration of Espace 400e. Left to
right: Michel Laflamme (IGA), Christian Goulet (Bell), Raymond Champoux
(Hydro-Québec), Valérie Jolivet (Sopexa Canada – Vins de France), André
Gagné (Desjardins), Donald Doyon (SAQ), Louise Cordeau (CBC/Radio-Canada),
Jean-Benoit Beaudette (Sleeman Unibroue), Richard Bérubé (McDonald’s
Restaurants), and Daniel Gélinas
Denis Lemelin
Fence cover at The 400 Year Journey
Gilles Fréchette
Official Partner representatives at Espace 400e on June 6, 2008. Left to right:
Christian Lessard (Société générale de financement du Québec), Richard
Coulombe (Alex Coulombe ltée – Pepsi), Louis Bernier (Cascades), Hélène
Lemieux (Laurier Québec), John Paul Macdonald (Bombardier), Josée Leduc
(Air Canada), Raymond Tardif (Le Soleil), and Véronique Roy (Ultramar)
Denis Lemelin
Thank-you banner for partners and sponsors of The 400 Year Journey
Société du 400e
Partner thank-you banner
Sponsorship
September 2, 2008
The sponsors’ involvement in this momentous celebration was
a sign of the business community’s commitment to the local
community. A list of the sponsors by category follows.
MAJOR PARTNERS
Eight businesses joined forces with the Corporation as Major
Partners. Although they made up only 13% of sponsors, their
contributions totaled over 55% of the sums raised through
sponsorship: $2.2 million in cash and over $1.5 million in goods
and services. Each business was associated with a particular
event and made a substantial investment.
Among other things, this designation gave sponsors exclusive
status in their field of activity, along with the right to use the
Corporation’s logo, signature, and trademarks in their communications. These sponsors were also permitted to organize
contests, as long as the terms and conditions were approved
by the Corporation in advance. Their logos were featured on
promotional materials (fence covers, banners, signage, pennants, etc.) and videos were projected onto jumbo screens at
major event sites and Espace 400e throughout the festivities.
They were visible in advertising campaigns, on the website
(complete with hyperlinks), and on Corporation promotional
and communication tools such as official programs, leaflets,
promotional brochures, press releases (including invitations to
press events, where they were invited to speak on occasion),
accreditation cards, and more.
“What a summer, nothing but good times and plenty of fun ... 2008 was the year I made a lot of people realize
how great the city and its people are.” – Richard Bérubé, McDonald’s
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Major Partners enjoyed their own promotional areas at Place
des Partenaires, they were invited to hold functions in the
Air Canada Maple Leaf Lounge with their clients, partners,
and employees (including a visit to the Passagers/Passengers
exhibition), and they could obtain VIP passes or tickets for
400th anniversary productions. They also enjoyed a credit equal
to 4% of their investment to purchase tickets for the Espace 400e
exhibition, Céline on the Plains, and the Cirque du Soleil show,
along with official merchandise marketed by the Corporation
or its accredited suppliers.
The Corporation’s Major Partners follow in alphabetical order.
Bell Canada plays a key role in society by contributing to community life in towns, cities, and regions across the country. In
spring 2007 the Corporation was therefore proud to welcome
Bell Canada as a Major Partner to Québec City’s 400th anniversary celebrations. Presenting The Kickoff on December 31, 2007;
Encounters on July 3, 4, and 5, 2008; and the exclusive Cirque
du Soleil show on October 17, 18, and 19, 2008, gave Bell Canada
front and center visibility. The company also provided IT and
telecom services for cell phones and the Info 400e Bell line, and
hosted the Corporation website and broadcasting facilities at
Espace 400e.
Société du 400e
Place des Partenaires from the wharf
CBC/Radio-Canada was a valuable media partner to the Corporation, as outlined in the previous chapter. For a public
broadcaster, 400 years of history, culture, and interaction with
the world are a great source of inspiration. The state-owned
company set up exclusive production facilities and permanent
studios at Espace 400e, thereby ensuring a round-the-clock
presence in the heart of the festivities and making it possible
for programs to be broadcast live from June to September 2008. In
addition to The Kickoff, Encounters, and Paris/Québec – À travers
la chanson, CBC/Radio-Canada also gave air time to the 400th anniversary celebrations. For over half a century, the corporation
has played a leading role in developing and sharing our culture
through its radio and television programming and on the Internet.
The Corporation therefore chose to make ad placements on
CBC/Radio-Canada and obtained air time in return. CBC/RadioCanada treated listeners and viewers to extensive coverage of
the celebrations across its various platforms.
Société du 400e
Major Partner ribbon ball signature
Société du 400e
Place des Partenaires from the terrace of the Espace 400e Pavilion
Société du 400e
Bell and SAQ/Vins de France, presenting and collaborating
sponsors of The Kickoff
Involvement from the Desjardins Group fit well with the long
history the institution shares with Québec City. Desjardins was
the event’s very first Major Partner. It presented The Image
Mill—a huge outdoor multimedia production by Robert Lepage
that was central to the celebrations—and was associated with
all the official programming. In addition to offering lower banking
and equipment rental fees, the group set up a Desjardins ATM
and terminals at points of sale in the Espace 400e Pavilion and set
aside advertising space for the festivities in its various magazines
and brochures. Desjardins also teamed up with Operation Red
Nose, and its booth was festooned with bunting on The Kickoff
site. Its network of credit unions was used to sell the Québec
Breakfast Club 2008 Calendar, which promoted the activities
surrounding the 400th anniversary celebrations.
Denis Lemelin
Société du 400e
Major Partners page on the Corporation website
Information and official souvenir booth at The 400 Year Journey
Denis Lemelin
April 9, 2008 press conference on The Image Mill with Anne Giroux (HydroQuébec), Daniel Gélinas, Robert Lepage, and Clément Samson (Desjardins)
Société du 400
e
Major Partner thank-you poster
Société du 400e
Société du 400e
Flags on the Plains at the Viens chanter ton histoire concert
Sponsorship
Bell tent on July 3, 2008
May 29, 2008
“Bell has always been proud to contribute to the development of the Québec City area and maintains its commitment
to supporting social events and promoting them worldwide.” – Claude Rousseau
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The Hydro-Québec approach places great stock on renewable
energy, energy efficiency, and technology innovations as the
company works toward sustainable development and spares no
effort to meet the needs of today and tomorrow. Hydro-Québec is
one of North America’s leading electricity distributors, transmitters, and producers and was a natural fit as a partner celebrating
the founding of the birthplace of French civilization in North
America. As collaborating sponsor, it partnered with The Image
Mill, a masterly presentation of 400 years of the city’s history
by land, water, rail, and air. Four different badges illustrating
the four time periods of the show—featuring a boat, a horse, a
train, and an airship—were handed out at every performance
and proved a big hit with visitors.
Through its IGA chain, Sobeys Québec and its many merchants
sought to make their company’s passion and commitment a big
part of the festivities. And so the food giant presented La Grande
rencontre familiale on July 6, where booths and floats sported
the company logo. IGA’s commitment to the environment was
a perfect match for the Corporation’s policies and made it the
obvious choice to present the Ephemeral Gardens, the Ephemeral Gardens stage, and La Petite Place at Espace 400 e. Its
extensive network of grocery stores promoted the 400th anniversary celebrations across the province and distributed official
event programs.
After celebrating 30 years in Québec City, McDonald’s Restaurants
of Canada franchisees and employees were looking to continue
the celebrations by being part of major historical festivities and
presenting The Walking Road. McDonald’s commitment to local
events and sick children, particularly through McHappy Day and
the Ronald McDonald House Charities, makes it a company that
really cares about young people and the community. All year
long, restaurant windows were decked out in the festivities
colors, and employees in the greater Québec City area proudly
wore 400th anniversary buttons on their uniforms. Franchisees
made draws in relation to The Walking Road and provided meals
to hundreds of employees and volunteers working at the Baie
de Beauport show. As well as producing an insert for the event
that was distributed throughout the greater Québec City area,
the company organized a contest in which six families could win
a Québec City getaway to see Céline on the Plains.
Société du 400e
Société du 400e
Unibroue ad in the official program
IGA Ephemeral Gardens Stage and La Petite Place IGA
Société du 400e
Hydro-Québec entrance to the Espace 400e site
Société du 400e
Fence covers at The Walking Road
Isabelle Leblanc
IGA presented La Grande rencontre familiale on July 6.
Société du 400e
Collection of all four Image Mill badges
The 400th anniversary and Sleeman Unibroue breweries were
natural partners. It was Sleeman Unibroue that presented
Viens chanter ton histoire. Created in 1991, Unibroue remains
Québec’s biggest brewer of craft beers and ranks in the Top 20
in all of North America. It boasts close to 300 employees and
brews well over a dozen brands of beer, which are sold in
twenty-odd countries around the world. The Québec microbrewery uses traditional methods, which tie in well with the
Québec history and legends its brands portray, and was the
Corporation’s official beer supplier to over 50 points of sale at
major event venues, including Espace 400e. Unibroue also created and marketed an exclusive brew—La Quatre-centième—
as a tribute to the city’s founding, with the label on the bottle
explaining the birth of Kebec. This commemorative beer, which
bore the city’s coat of arms, was a Belgian-type brew containing
four spices—one for each century of the city’s history! The company’s contribution to the celebrations earned it “Best of Show”
at the 2009 Sponsorship Marketing Awards by the Sponsorship
Marketing Council of Canada.
Société du 400e
Unibroue booth at Place des Partenaires
Société du 400e
A trailer sporting the Unibroue logo
Isabelle Leblanc
Float sporting the company logo
Sponsorship
June 7, 2007
“Boldness, originality, a love of heritage, and an untiring quest for quality are values that we share with our historic
capital.” – Germain Guitor, Unibroue
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SUMMARY OF MAIN BENEFITS FOR MAJOR PARTNERS, LISTED ALPHABETICALLY
(VARIABLE SPONSORSHIPS OF $250,000 AND MORE—FOR ILLUSTRATION PURPOSES ONLY)
SHARED BENEFITS
Designation as Major Partner of Québec City’s 400th anniversary (exclusivity in the segment): Right to use the 400th anniversary
logo, graphics, and trademarks; option to set up a promotional booth; option to hold a contest with prior approval.
Presence at Espace 400e: Reserved promotional space at Place des Partenaires and mention and/or partner’s logo displayed
at several locations on the site, on a number of items, and on the official 400th anniversary appreciation plaque.
Banners and bunting: Partner’s logo displayed on a number of articles (fence covers, banners, signs, pennants, etc.) and
mention in videos shown on the giant screen before shows on 400th anniversary sites throughout the festivities.
Société des alcools du Québec (SAQ) and Sopexa Canada – Vins
de France joined the cause as collaborating sponsors of the
major events, i.e., The Kickoff on December 31, 2007, Encounters:
The Commemorative Show on July 3, 4, and 5, 2008, and the
exclusive Cirque du Soleil show on October 17, 18, and 19, 2008.
From the time of New France to today, sparkling beverages
have always marked the milestones in our history. The historic,
cultural, and economic ties that unite Québec and France, and
Quebecers’ love of French wines made for the ideal match. SAQ
and Sopexa Canada – Vins de France were the Corporation’s
official suppliers of wine and spirits. As such, their products
were sold on the 400th anniversary sites and at Espace 400e,
where visitors could sit down for a drink and a bite to eat on the
Renaud 2 Wharf (at Bistro SAQ/Vins de France), at La Grande
Place (at Bistro Express and Lounge SAQ/Vins de France), and
at other sales counters such as the Air Canada Maple Leaf
Lounge. To add pizzazz to the festivities, SAQ outlets and delivery
vehicles, as well as reusable 400th anniversary bags, were deco
rated with the theme Célébrons nos racines [celebrate our roots].
Communications: Mention and/or partner’s logo displayed in a number of advertising campaigns and media placements, as
well as in promotional and communication tools created by the Corporation, such as official programs, leaflets, promotional
brochures, the website (with link on request), accreditation cards, press releases, and press kits (including invitations to public
and press relations events); speech and press release for events involving the partner only.
Business relations: Right to use the Air Canada Maple Leaf Lounge for a showing of The Image Mill, admission to the
Passagers/Passengers exhibition, and VIP passes for 400th anniversary events.
Credit of 4% of the value of the sponsorship: Credit toward the purchase of any official merchandise or show tickets.
MAIN BENEFITS/AGREEMENT DETAILS BY PARTNER
Bell Canada
Association: Major events presenting sponsor GOODS AND SERVICES
PROVIDED
The Kickoff
Encounters: The Commemorative Show
Cirque du Soleil
Type: Sponsorship in cash, goods, and services
Date: June 7, 2007
Denis Lemelin
SAQ/Vins de France banner at The 400 Year Journey
Exclusivity in the telephony, wireless communications, Internet access, cable TV, and
computer solutions segment
Significant visibility, particularly on The Kickoff posters and backdrop, installation of
a bigtop on July 3 (for 60 guests) and banners at Colisée Pepsi during the Cirque du
Soleil show and at Espace 400e
Visibility of Info 400e Bell service and information kiosks on the sites and at Espace 400e,
advertising for major events, and website integration
Promotional space at Place des Partenaires for 10 days
Broadcasting of content for The Kickoff (Web), the Paul McCartney concert, and Céline
on the Plains (Bell ExpressVu)
Cellular devices and
infrastructure
Website hosting and webmaster
services, among others
Info 400e Bell service
Official distributor of tickets for Céline on the Plains in its stores, with the support of
radio stations
Two parties for 80 at the Air Canada Maple Leaf Lounge
Mention on the official 400th anniversary appreciation plaque
CBC/Radio-Canada
Association: Media partner
Type: Sponsorship in goods and services
Date: November 13, 2007
Société du 400e
Sonia Guillemette in front of Bistro SAQ/Vins de France
Media exclusivity at Espace 400e: Permanent studios (two radio studios, French and
English, and one television studio), premiere interviews, shows and reports broadcast
live, and certain technical services provided by the Corporation
Significant visibility at Espace 400e: Large scale display advertising, including on the
Marquise, trailer, studios, and other spaces bearing the partner’s logo/slogan, logo
on tables, editorial management of giant screens at Espace 400e, and sale of CBC/
Radio-Canada merchandise on site
Société du 400e
Célébrons nos racines bag from SAQ/Vins de France
Airtime from CBC/Radio-Canada
Visibility, licenses, and captation, particularly for The Kickoff, Encounters: The
Commemorative Show, Paris/Québec – À travers la chanson, and the Salute to Champlain
Invitation for 160 to the Air Canada Maple Leaf Lounge
Société du 400e
SAQ/Vins de France kiosk at Place des Partenaires
Sponsorship
No purchase credit
November 13, 2007
Installation of production
facilities and ongoing presence
at Espace 400e from June to
September
High value CBC/Radio-Canada
airtime
Promotion of the festivities on
various networks and platforms
(television, radio, Internet)
Presentation of varied content
and organization of games and
contests
“Producing cultural events that bring people together is a central part of our mission. We’ll be there front and
center throughout the 400th anniversary.” – Sylvain Lafrance, Radio-Canada
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SUMMARY OF MAIN BENEFITS FOR MAJOR PARTNERS, LISTED ALPHABETICALLY (CONT’D)
(VARIABLE SPONSORSHIPS OF $250,000 AND MORE—FOR ILLUSTRATION PURPOSES ONLY)
GOODS AND SERVICES
PROVIDED
Desjardins (Mouvement des caisses)
Association: Presenting sponsor of The Image Mill
Date: March 20, 2007
Promotional space at Place des Partenaires for 15 weeks, with a set for taking photos
inspired by the characters of New France
Special visibility: Sponsorship of an Operation Red Nose booth at The Kickoff on
December 31, 2007
Association of the caisse network with sale of the Québec Breakfast Club 2008 Calendar
Right to install an ATM at Espace 400
e
Official distributor of tickets to Céline on the Plains through contests, with the support
of radio stations
GOODS AND SERVICES
PROVIDED
MCDONALD’S RESTAURANTS OF CANADA
Association: Presenting sponsor of The Walking Road
Date: July 8, 2008
Exclusivity as financial institution for Corporation transactions
Significant visibility at Espace 400e: Event display, advertising, and video, logo on
tables, etc. as well as mention “An invitation from Desjardins” at all showings of
The Image Mill
Exclusivity in the fast food segment
Advertising placements for
the Corporation in brochures
and magazines published by
Desjardins
Discount on banking fees and
rental of POS equipment
Distribution in the caisse network of the Québec Breakfast
Club 2008 Calendar promoting
the festivities
Hydro-Québec
Association: Collaborating sponsor of The Image Mill
Type: Cash sponsorship
Date: June 7, 2007
Promotional rights in connection with The Walking Road (draws on Radio Énergie)
VIP terrace on the Baie de Beauport site for McDonald’s guests
Distribution of 8,000 tickets to Céline on the Plains through contests and in restaurants
Promotional rights and contest inviting six families to Québec City for the weekend of
Céline on the Plains
Meals (McDonald’s trios) for
hundreds of volunteers and
employees working at the show
venue
400th anniversary button worn
by restaurant employees
and banners and bunting in
restaurant windows
Production of an advertising
insert in connection with the show
Sleeman Unibroue
Association: Presenting sponsor of Viens chanter ton histoire
Type: Sponsorship in cash and products
Date: June 7, 2007
Exclusivity in the brewery products segment as official supplier
Significant visibility on major event sites: Installation of over 50 Unibroue points of sale,
large scale display advertising (tent, pennants, menus, tables, etc.), event advertising, and
use of a refrigerated trailer bearing the Unibroue logo
Free brewery products for
resale and rebates on products
sold by the sponsor during
events
Product sales at Espace 400e: At Bistro SAQ/Vins de France, at La Grande Place (Bistro
Express and Lounge SAQ/Vins de France), and at the Air Canada Maple Leaf Lounge
Creation of a commemorative
brew: La Quatre-centième
Significant visibility at Espace 400e: Event display, advertising, and video, logo on
tables, etc.
Promotional space at Place des Partenaires for 17 weeks
Right to distribute 600,000 Hydro-Québec badges at official sites during all showings of
The Image Mill
Specially designed 400th logo
featured on delivery trucks and
sponsor’s banners and bunting
Exclusivity in the power distribution segment
IGA (Sobeys Québec)
Association: Presenting sponsor La Grande rencontre familiale
The Ephemeral Gardens and Organic Gardens at Espace 400e
The IGA Ephemeral Gardens Stage at Espace 400e
La Petite Place IGA at Espace 400e
Date: May 12, 2008
Exclusivity in the grocery and supermarket segment
Visibility during La Grande rencontre familiale: Right to serve and publicize IGA supplier
partners except for beverages, installation of five booths on the site, and visibility of
logo on floats
Visibility at Espace 400e: Large scale display advertising on the site, stages, tents, and
gardens, and in the Ephemeral Gardens catalog
Right to distribute official programs
Distribution of 8,000 tickets to Céline on the Plains through draws and at La Grande
rencontre familiale on July 6
Société des alcools du Québec (SAQ) / Sopexa Canada – Vins de France
Association: Major events collaborating sponsors
The Kickoff
Encounters: The Commemorative Show
Cirque du Soleil
Type: Sponsorship in cash and products
Date: December 3, 2007
Exclusivity in the wine and spirits segment as official supplier
Significant visibility on official event sites: Installation of over 40 Bistro SAQ/Vins de
France points of sale, large scale display advertising, event publicity, backdrop for
The Kickoff, and banners at Colisée Pepsi during the Cirque du Soleil show
Large scale display advertising at Espace 400e (tent, pennants, menus, logo on
tables, etc.), installations on the site, and partner logo on employee uniforms:
Bistro SAQ/Vins de France
Free products (wine and spirits)
for receptions
Bistro Express
Célébrons nos racines promotion
Lounge SAQ/Vins de France
400th anniversary visibility
on reusable bags, delivery
vehicles, signs, and SAQ outlet
storefronts
Air Canada Maple Leaf Lounge counter
Promotional space at Place des Partenaires for four weeks presenting sustainable
development initiatives by the sponsors
Distribution of 9,000 tickets to Céline on the Plains through contests, with the support of
radio stations and in SAQ outlets
Sponsorship
December 3, 2007
“It goes without saying that SAQ and Vins de France will join forces in the festive spirit to contribute to Québec
City’s 400th anniversary.” – Christine Babkine, SAQ, and Yanick Coutié, Vins de France
428
429
OFFICIAL PARTNERS
The Corporation had eight Official Partners. Official Partner
privileges were similar to those enjoyed by Major Partners, but
visibility was less prominent. Their contributions made up 20%
of funds donated (close to $800,000) and 17% of the value of
goods and services supplied (close to $430,000) by all sponsors.
Official Partner designation entitled recipients to exclusive rights
to use the logo, visual signature, and trademarks of the Corporation in their areas of specialty and provided visibility at
400th anniversary venues and Espace 400e, including on signage
and giant video screens. Official Partners were also mentioned
in the Corporation’s communications and promotional activities,
on its website, and in advertising campaigns. They could also organize contests provided the Corporation approved the rules first.
These sponsors were also entitled to promotional space in Place
des Partenaires, a reception with their guests in the Air Canada
Maple Leaf Lounge, admission to the Passagers/Passengers
exhibition, and a VIP pass (or tickets, as applicable) for major
400th anniversary events.
Air Canada sponsored the Air Canada Maple Leaf Lounge
on the top floor of the Espace 400e Pavilion. This popular spot
could accommodate 250 guests, affording Air Canada a unique
and innovative way to promote its brand, particularly among its
targeted business clientele for major events. It drew thousands
of people over the course of the summer, all served by staff
sporting the Air Canada logo.
A breathtaking view from the lounge and terrace embraced
The Image Mill, as well as the Port of Québec, Bassin Louise,
the pulp mill, the Laurentians, the river, and the heights of the
Old City with its ramparts and historical homes, in addition to
the Québec Seminary, the Price Building, and other sights that
make Québec City what it is. The Air Canada website featured
a game where visitors could test their knowledge of Québec’s
geography and win a five-day trip to Québec City and other
prizes. The airline also covered air travel expenses for the Corporation’s missions in Canada and internationally.
Alex Coulombe ltée (Pepsi) was the collaborating sponsor of
La Grande rencontre familiale. Alex Coulombe has been part of
Québec City’s history for over a hundred years—a landmark
in the Lower Town, known for its community engagement. In
addition to its financial contribution, the company also supplied
drinks at no cost. It was the Corporation’s official supplier of
soft drinks and related products, with over 40 sales outlets at
400th anniversary venues as well as sales counters and vending
machines at Espace 400e. As a bonus, Alex Coulombe (Pepsi)
produced a souvenir 400th anniversary can, thousands of which
were distributed and sold, particularly in IGA grocery stores.
Bombardier presented the impressive and fascinating Passagers/
Passengers exhibition, celebrating human movement in an imag
inary airport set up in Espace 400e. Bombardier Transport is
an internationally known Québec company that plays a major
role in society through its contribution to Québec’s social and
business life. The theme of the exhibition, experienced by over
50,000 visitors, fit in well with the company’s vocation, that of
ensuring the mobility of millions of passengers with its trains
and airplanes, forging ties between peoples. Bombardier’s
name was visible throughout the exhibition and in the exhibi
tion souvenir catalog.
Société du 400e
Conclusion of Passagers/Passengers
Cascades Canada’s partnership role was as the supplier of
recycled paper for the two official programs, thousands of
copies of which were printed. The use of environmental logos
describing the composition of the paper in the programs was
part of this contribution. The Québec company, which is known
for its environmental stewardship, got actively involved in the
France-Québec component of the festivities. It also maintained
a presence at Place des Partenaires. Cascades has a worldwide
reputation for advanced resource management, developed over
the course of nearly 50 years.
A credit in the amount of 4% of their investment was granted
toward tickets for the Espace 400e exhibition and major 400th anniversary events, specifically Céline on the Plains and Cirque du
Soleil, or toward the purchase of official merchandise sold by
the Corporation or accredited suppliers.
Société du 400e
Alex Coulombe (Pepsi) ad in the official
program
Société du 400e
Air Canada Maple Leaf Lounge
Société du 400e
Place des Partenaires as seen from Quai Saint-André
The Corporation’s Official Partners are presented below in
alphabetical order.
Société du 400e
The Alex Coulombe (Pepsi) booth in Place des Partenaires
Société du 400e
Cascades booth in Place des Partenaires
Société du 400e
Terrace of the Air Canada Maple Leaf Lounge
Sponsorship
December 19, 2007
“Thanks to Cascades Canada, and in keeping with our commitment to sustainability and greening, the Corporation
decided to print its official program on 100% recycled paper rather than virgin paper.” – Pierre Boulanger
430
431
Société générale de financement du Québec (SGF) is an industrial and financial holding company of the Québec government.
Since its founding in 1962, SGF has been part of many industrial
projects that have made a direct contribution to Québec’s economic
growth. It was designated the 400th anniversary’s Economic Partner for joining together with Pôle Québec Chaudière-Appalaches
to sponsor the event Futurallia Québec 2008. This event took place
May 20, 21, and 22, 2008 at the Québec City Convention Centre.
Preceding this event, SGF, working with the Québec City Chamber
of Commerce, played an active role in the International Meeting
of Francophone Economies 2008 at Hotel Loews Le Concorde.
SGF was also to be the commercial partner for the 2008 Québec
Conference, which unfortunately did not take place.
Laurier Québec was the collaborating sponsor of the show
Viens chanter ton histoire. With 350 stores, Laurier Québec is
the largest shopping center in Eastern Canada. Each year it
welcomes over 13 million visitors, making it the area’s second
most popular attraction after the Old City. The Corporation
wishes to salute this company’s important contribution and
the many and exciting ways it promoted the 2008 celebrations,
such as by putting up 400th anniversary bunting and banners
inside and out to create a festive atmosphere for the public.
To mark this historic year, shoppers could have their pictures
taken against a historical backdrop near the Bay store. The
Corporation held other promotional activities in the shopping
center, including volunteer recruitment.
Société du 400e
Denis Lemelin
Le Soleil Headline News! interactive terminal in the Espace 400e Pavilion
Laurier Québec promotional activity in November 2007. Left to right: Claude
Lévesque (RTC), Hélène Lemieux (Laurier Québec), Josée Laurence (Société
du 400e), Lorraine Martel (The Bay), and Pierre Léveillé (Laurier Québec)
Denis Lemelin
Laurier Québec promotional activity in February 2008
Société du 400e
Laurier Québec advertisement in the official program
Le Soleil (Power Corporation of Canada) was a collaborating
sponsor of Passagers/Passengers as was presented in the souvenir catalog. As Greater Québec City’s newspaper of record, it
has deep roots in the community and reports daily on the news
and major events that mark the lives of local residents. This is
why the Corporation chose to invest its advertising budget in
the Gesca Group of newspapers. In addition to financial support,
the newspaper organized a draw for Céline on the Plains tickets
and organized a young people’s writing and drawing competition, generating 400 drawings and texts that were displayed at
Espace 400e. The Pavilion also featured a very popular interactive terminal where visitors could have their picture taken on
a fictional front page of the newspaper reporting their visit as a
historical event. A display outside the entrance to Espace 400e
near the Pavilion also featured articles from that day’s paper
on the 400th anniversary celebrations.
Futurallia Québec 2008
Futurallia Québec 2008 poster
Ultramar Petroleum was the collaborating sponsor of La Grande
rencontre familiale. In addition to wearing the 400th anniversary
button, many Ultramar employees volunteered in reception
and security at La Grande rencontre on July 6, 2008. Ultramar
is a Québec company whose refinery in Saint-Romuald employs
over 500 workers. It was also a partner in the 2008 World Hockey
Championship. As part of a province-wide promotion featuring
a Mystery Discounts booklet, its service stations helped distribute
official programs and tickets for the Céline on the Plains show.
Société du 400e
Le Soleil display on Quai Saint-André
Ultramar
Ultramar promotion for the Céline on the Plains show
Société du 400e
Laurier Québec booth in Place des Partenaires
Sponsorship
November 22, 2001
“Québec City’s 400th—remembering without leaving anyone out.” – Le Soleil
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SUMMARY OF MAIN BENEFITS FOR OFFICIAL PARTNERS, LISTED ALPHABETICALLY
(VARIABLE SPONSORSHIPS BETWEEN $100,000 AND $250,000
FOR ILLUSTRATION PURPOSES ONLY)
SHARED BENEFITS
Designation as Official Partner of Québec City’s 400th anniversary (exclusivity in the segment): Right to use the 400th anniversary
logo, graphics, and trademarks; option to set up a promotional booth; option to hold a contest with prior approval.
Presence at Espace 400e: Reserved promotional space at Place des Partenaires and mention and/or partner’s logo displayed
on site and on the official 400th anniversary appreciation plaque.
Banners and bunting: Partner’s logo displayed on a number of articles (fence covers, banners, signs, pennants, etc.) and mention
in videos shown on the giant screen before shows on 400th anniversary sites throughout the festivities.
Communications: Mention and/or partner’s logo displayed in a number of advertising campaigns as well as in promotional and
communication tools created by the Corporation, such as official programs, leaflets, promotional brochures, the website (with
link on request), accreditation cards, and press releases (including invitations to public and press relations events); speech and
press release for events involving the partner only.
Business relations: Right to use the Air Canada Maple Leaf Lounge for a showing of The Image Mill, admission to the
Passagers/Passengers exhibition, and VIP passes for 400th anniversary events.
Credit of 4% of the value of the sponsorship: Credit toward the purchase of any official merchandise or show tickets.
GOODS AND SERVICES
PROVIDED
Air Canada
Association: Sponsor of Espace 400e Pavilion’s VIP lounge: Air Canada Maple Leaf Lounge
Type: Sponsorship in cash and services
Date: September 17, 2007
Predominant visibility at Espace 400e: Lounge decorations (windows and doors),
world map with Air Canada destinations, red carpet, logo on tables, awnings, and
other accessories
Website contest to win a five-day trip to Québec City
Airfare credit for Canadian and
international missions
Uniforms with Air Canada logo
for Lounge managers and
hostesses
Cascades Canada
Association: Official program publication partner
Date: July 24, 2007
Exclusivity in the paper segment
Mention of Cascades’ courtesy and display of environmental certification logos with
an explanatory note on paper composition in official programs
Recycled paper for official
programs printed in
December 2007 and May 2008
Laurier Québec
Association: Collaborating sponsor of Viens chanter ton histoire
Type: Sponsorship in services
Visibility during Viens chanter ton histoire: Mass postering (banner, pennants, screen, etc.)
and event advertising
Promotional space in Place des Partenaires for 17 weeks
No purchase credit
Media plan including mass
signage, bunting, and banners
Use of many materials to promote an activity inviting people
to be photographed against a
period backdrop
LE SOLEIL (POWER CORPORATION OF CANADA)
Association: Collaborating sponsor of the Passagers/Passengers exhibition
Date: April 23, 2008
Exclusivity in the soft drinks and certain related products segment
Visibility in the Passagers/Passengers exhibition souvenir catalog
Corporation promotional events held at Laurier Québec
Alex Coulombe ltée (Pepsi)
Association: Collaborating sponsor of La Grande rencontre familiale
Predominant visibility at Espace 400e: Mass postering (banner, welcome booth, exhibition
service personnel uniforms, tickets, etc.), exhibition advertising, and inclusion of the
notice “An invitation from Bombardier” on all exhibition communications and
promotional materials
Product sales at Espace 400e: Bistro SAQ/Vins de France, La Grande Place (Bistro
Express and Lounge SAQ/Vins de France), the Air Canada Maple Leaf Lounge, as well
as six Pepsi vending machines and refrigerators
Exclusivity in the aircraft and public transportation vehicle construction segment
Predominant visibility at La Grande rencontre familiale and visibility at official venues:
Over 40 Pepsi sales points, mass postering (tent, pennants, etc.), advertising about the
event, and use of Pepsi refrigerators
GOODS AND SERVICES
PROVIDED
BOMBARDIER (BOMBARDIER TRANSPORTATION)
Association: Presenting sponsor of the Passagers/Passengers exhibition
Date: May 12, 2008
Exclusivity in the air transportation segment
Predominant visibility in all communications relating to the Air Canada Maple Leaf
Lounge: Mention on lease contracts and guest bracelets, website advertising, targeted
tourism advertising (Planners’ Guide, etc.)
Exclusivity in the daily newspaper segment
Free soft drinks for resale;
cut on vending machine sales
Creation of a souvenir
400th anniversary can
Predominant visibility at Espace 400e: Signage (banner, welcome booth, tables, etc.),
exhibition advertising, and inclusion of the phrase “An invitation from Bombardier in
collaboration with Le Soleil” in all exhibition communications and promotional materials
Visibility in the exhibition souvenir catalog
Ad placements in the Gesca Group of newspapers
Costs of exhibiting works from writing and drawing contest
Weekend operation of a promotional area in Place des Partenaires where visitors
could spin a wheel of fortune and win tickets to Céline on the Plains or discounts at
Le Capitole de Québec
Installation and certain costs for
“Headline News!” interactive
terminal at Espace 400e (close
to 10,000 photographs taken)
Espace 400e outdoor display
Organization of a young people’s
writing and drawing competition,
the winners of which were displayed at Espace 400e
Sponsorship
June 7, 2007
“We recognize the importance of all the sponsors that contribute to Québec City’s vitality and prosperity. We have taken full
measure of the impact of their commitment and generosity.” – Jean Leclerc
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SUMMARY OF MAIN BENEFITS FOR OFFICIAL PARTNERS, LISTED ALPHABETICALLY (CONT’D)
(VARIABLE SPONSORSHIPS BETWEEN $100,000 AND $250,000
FOR ILLUSTRATION PURPOSES ONLY)
GOODS AND SERVICES
PROVIDED
Société générale de financement du Québec (SGF)
Association: 400th anniversary Economic Partner, notably as Commercial Partner of Futurallia Québec 2008
Type: Cash partnership
Date: June 3, 2008
URBOH!
Official 400th anniversary car
Exclusivity as 400th anniversary Economic Partner
Special package for the International Meeting of Francophone Economies 2008 (RIFÉ)
Ultramar
Association: Collaborating sponsor of La Grande rencontre familiale
Date: May 6, 2008
Exclusivity in the service station/convenience store segment
Visibility at La Grande rencontre familiale: Mass postering (banner, pennants, Ultramar
reception and security team sporting Ultramar logo, etc.), and in event advertising
400th anniversary buttons
Official program distribution through the Ultramar chain
Distribution of 8,000 tickets to Céline on the Plains in a contest at service stations and
Colisée Pepsi, July 6
Visibility for 400th anniversary
celebrations in service stations
and through 400th anniversary
buttons worn by employees
Province-wide promotion
featuring Mystery Discounts
booklet with chance to win
tickets to Céline on the Plains
ASSOCIATE PARTNERS
The Corporation welcomed more than 45 businesses as Associate
Partners. This designation entitled them to use the Corporation’s
graphics and generic signature in their communications. Their
logos were displayed on two banners and/or giant screens before
the start of 400th anniversary productions and at Espace 400e.
Depending on the value of their sponsorships, Associate Partners were mentioned in certain Corporation promotional tools (or
received equivalent media coverage) as well as on the website.
Some Associate Partners were also entitled to invite guests to the
Air Canada Maple Leaf Lounge for a presentation of The Image
Mill and received VIP passes to 400th anniversary productions.
They may also have received credit toward the purchase of
400th anniversary event tickets and official merchandise.
Société du 400e
Société du 400e
Newspaper acknowledgement of Associate Partners
Associate Partners accounted for nearly 75% of all sponsors.
Contributions varied by business, totaling 25% of overall sponsorships, or nearly $1 million. In addition, nearly half of the
Associate Partners contributed to the Corporation’s activities
by providing goods and services worth over $500,000—more
than 20% of the total value of goods and services provided.
The Corporation received a wide array of goods and services,
many essential to the success of its activities or the operation
of Espace 400e, including from these sponsors:
Ameublements Tanguay, Teknion Roy & Breton, and Centre
Jardin Hamel, who loaned furniture and provided floral design services for Espace 400e
Société du 400e
Associate Partners page on the Corporation website
Industrial Alliance and Société immobilière du Québec (SIQ),
which provided free or low-cost spaces
Microsoft Canada, which furnished software licenses
Some businesses took part in special events or programs:
National Bank of Canada, in the exhibition Québec City Through
the Eyes of Kedl. Four Centuries of Passion, presented at Observatoire de la Capitale by Commission de la capitale nationale
du Québec (CCNQ)
La Capitale Financial Group, in the play Marie de l’Incarnation
ou La déraison d’amour, presented by Théâtre du Trident
Dessau and Hôtel PUR, collaborating sponsors of The
Walking Road
The law firms Cain Lamarre Casgrain Wells; Heenan Blaikie
Aubut; Joli-Cœur, Lacasse, Geoffrion, Jetté, St-Pierre,
Avocats; and Lavery, de Billy, as well as Groupe Perspective,
which provided professional services
Ocean Group, presenter of the July 3 music and fireworks
show as part of Québec plein la rue
Canadian Scooter Import, URBOH! (Taxi Coop), and Group
CDP, who provided a scooter, advertising on an official taxicab,
and transportation services
Sponsorship
Les Hôtels Jaro and Hôtel PUR, which accommodated Corporation contributors
Biscuits Leclerc, whose cookies and chewy bars kept the
volunteers happy
Canac-Marquis Grenier, Ocean Group, and Simplex Equipment Rental, which helped out with equipment
URBOH! booth at Place des Partenaires
June 13, 2008
SSQ Financial Group, in Le Grenier de l’histoire SSQ, presented
by CCNQ
TSX Group (Toronto Stock Exchange), in the Québec City 2008
National Winter Games held by Special Olympics Canada
Lavery, de Billy, as promoter of the sports ambassadors of
the 400th anniversary celebrations
Thanks to URBOH! all the taxis from Coop 525-5191 will bear the anniversary logo and colors, and will also provide an official
anniversary car with 400th anniversary lettering. In other words, the city’s taxis will be part of the festivities more than ever.
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SUMMARY OF MAIN BENEFITS FOR ASSOCIATE PARTNERS, LISTED ALPHABETICALLY
(VARIABLE SPONSORSHIPS OF LESS THAN $100,000—FOR ILLUSTRATION PURPOSES ONLY)
SHARED BENEFITS
GOODS AND SERVICES
PROVIDED
CANAC-MARQUIS GRENIER
Designation as Associate Partner of Québec City’s 400th anniversary: Right to use graphics and generic Associate Partner signatures in the partner’s communication tools only.
Presence at Espace 400e: Mention and/or partner’s logo displayed at La Grande Place, Place des Partenaires, and in some cases
on the official 400th anniversary appreciation plaque.
Purchase credit
Banners and bunting: Partner’s logo displayed on two banners and/or mention in videos shown on the giant screen before shows
on 400th anniversary sites throughout the festivities.
Communications: Partner mentioned in promotional tools created by the Corporation (official programs and program leaflets) or
equivalent media, as well as on the Corporation website (bonus logo visibility).
Logo in the program leaflet and link on the Corporation website
CANADIAN SCOOTER IMPORT
Date: May 22, 2008
Business relations: Right to use the Air Canada Maple Leaf Lounge for a showing of The Image Mill and VIP passes for
400th anniversary events.
Credit of 5% of the value of the sponsorship: Option of receiving credit toward the purchase of any official merchandise or
show tickets.
Logo on the Corporation website in the Our Partners section
GOODS AND SERVICES
PROVIDED
Ameublements Tanguay
Date: May 28, 2008
Banners and bunting: Mention in videos only
Associate Partner designation only
Unilateral agreement
No particular visibility benefit
Loan of furniture for the
Espace 400e Pavilion, particularly
the entrance, green room,
and press room
Autorité des marchés financiers (AMF)
Date: October 24, 2007
Loan of a scooter during the
summer for quick travel
between event sites
CENTRE JARDIN HAMEL
Date: May 28, 2008
Parts and equipment for event
technical requirements
Floral design services for
Espace 400e
COSSETTE COMMUNICATION
Dessau/Verreault
Association: Dessau, Collaborating sponsor of The Walking Road
Type : Verreault, Cash sponsorship
Date : July 9, 2007
Purchase credit
BISCUITS LECLERC
Type: Product sponsorship
Date: May 28, 2008
Room made available to Dessau at The Walking Road
Both partners mentioned on the official 400th anniversary appreciation plaque
Invitation for 40 (Dessau) and 20 (Verreault) to the Air Canada Maple Leaf Lounge
Products for the volunteers
(cookies, chewy bars, etc.)
Sponsorship
Purchase credit for Dessau
ENDORECHERCHE
CAIN LAMARRE CASGRAIN WELLS
Date: April 3, 2008
Dessau’s logo in the program leaflet and link to Dessau/Verreault on the Corporation
website
Legal services in exchange for
half the sponsorship
October 29, 2008
“We’d like to thank all the companies that accepted the risk and decided to believe and join with us in making this
celebration happen.” – Jean Leclerc
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SUMMARY OF MAIN BENEFITS FOR ASSOCIATE PARTNERS, LISTED ALPHABETICALLY (CONT’D)
GOODS AND SERVICES
PROVIDED
EXCAVATION LAFONTAINE
Date: November 9, 2007
Communications: Mention in communication tools only
Purchase credit
HEENAN BLAIKIE AUBUT
Date: April 3, 2008
GRAND & TOY
Date: January 8, 2008
Logo in event communication tools and link on the Corporation website
GROUP CDP (DOLBEC TRANSPORT DIVISION)
Date: February 4, 2008
Operation of an onsite reception and promotion kiosk
Discount on moving goods and
equipment in partial exchange
for the sponsorship
INDUSTRIAL ALLIANCE
Date: April 10, 2008
Exclusive party at the Air Canada Maple Leaf Lounge
GROUPE PERSPECTIVE
Date: May 3, 2007
Discount on staffing management
in partial exchange for the
sponsorship
Sponsorship
Discount on room rentals
Industrial Alliance shuttle
JOLI-CŒUR, LACASSE, GEOFFRION, JETTÉ, ST-PIERRE, AVOCATS
Discounts on services
Purchase credit
Accommodation of event artists
and crew
HÔTELS JARO (LES) (LES IMMEUBLES JACQUES ROBITAILLE)
GROUPE LE MASSIF
Date: April 5, 2007
HÔTEL PUR
Association: Collaborating sponsor of The Walking Road
Date: August 8, 2008
HBC CANADA
Date: May 21, 2008
GSM DESIGN
Date: May 28, 2008
ERNST & YOUNG
GOODS AND SERVICES
PROVIDED
October 29, 2008
“We’re a community that’s incredibly proud of its heritage and its past, but that boldly looks to the future! Just like
the Cirque!” – Daniel Gélinas
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441
GOODS AND SERVICES
PROVIDED
LA CAPITALE FINANCIAL GROUP
Association: Partner of Marie de l’Incarnation ou La déraison d’amour, in cooperation with Théâtre du Trident
GOODS AND SERVICES
PROVIDED
PRICEWATERHOUSECOOPERS
PROCTER & GAMBLE (COSSETTE COMMUNICATION)
Associate Partner designation
Exclusive promotion rights for a one-time campaign in Pharmaprix pharmacies
LAVERY, DE BILLY
Association: Promoter of the sports ambassadors of the 400th anniversary celebrations
Date: June 5, 2007
RBH
Date: June 25, 2007
Exclusive party at the Air Canada Maple Leaf Lounge
part of the sponsorship
Purchase credit
Software activation keys
(licenses)
Purchase credit
NATIONAL BANK OF CANADA
Association: Partner of the exhibition Québec City Through the Eyes of Kedl. Four Centuries of Passion in cooperation with CCNQ
Date: June 3, 2008
OCEAN GROUP
Association: Presenter of the July 3 music and fireworks show
Date: June 19, 2008
• Mention on the official 400th anniversary appreciation plaque
Samson Bélair/Deloitte & Touche
SIMPLEX EQUIPMENT RENTAL
POMERLEAU
Logo only on barges and boats before and after the show, and in event communication tools
REDPATH SUGAR
MICROSOFT CANADA
Date: June 7, 2007
Discount on equipment rental
for the music and fireworks show
Credit for the rental and
purchase of goods and equipment
Société des établissements de plein air du Québec (Sépaq)
• Invitation for 80 to the Air Canada Maple Leaf Lounge
• Logo in the program leaflet and link on the Corporation website
• 10% purchase credit (instead of 5%)
Sponsorship
November 29, 2005
“While enhancing Québec City’s national and international profile, the celebrations have to be put together by
and for local people.” – Pierre Boulanger
442
443
GOODS AND SERVICES
PROVIDED
Société immobilière du Québec (SIQ)
Loan of storage space for goods
and equipment
GOODS AND SERVICES
PROVIDED
TEKNION ROY & BRETON
Société Parc-Auto du Québec (SPAQ)
Solotech
SSQ FINANCIAL GROUP
Association: Partner of Le Grenier de l’histoire SSQ, in cooperation with CCNQ, for a third of the sponsorship
Installation of signage near furniture
Loan of furniture for the
Espace 400e Pavilion
Purchase credit
TEVA NEUROSCIENCE CANADA
TSX GROUP (TORONTO STOCK EXCHANGE)
Association: Platinum partner of the Québec City 2008 National Winter Games held by Special Olympics Canada
Urboh! (Taxi Coop)
Type: Visibility sponsorship
Date: May 27, 2008
10% purchase credit (instead of 5%)
Exclusivity in the “official car” segment
TECSULT
Taxi advertising on the Official
400th anniversary car
Sponsorship
2009
The 400th anniversary festivities are characterized by the number and scope of events and the investments that helped create
wealth in the Québec City area economy.
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445
LICENSING
Licensing began in fall 2006 with a public call for tenders for the
design, manufacture, and marketing of official merchandise.
Agreements with suppliers then followed. Here are the main ones:
MERCHANDISING
The Sponsorship and Merchandising Department was set up in
2006, a time when strategic planning was taking shape around
other major events and the Corporation was busy drumming up
interest in the celebrations with a view to creating partnerships
not just with sponsors, but also with advertising, promotional
items, and media parties. The Corporation immediately began
working with a number of leading organizations to put together
commemorative projects to promote Québec City’s 400th anniversary celebrations: the issuing of a new postage stamp and
the release of a new coin.
We were already thinking of granting a supplier exclusive licensing rights to official merchandise in return for royalties, and we
could imagine the products being distributed by the big chains, in
addition to being available from kiosks at the official Espace 400e
site by Bassin Louise. Recording and broadcasting the main
events were also part of our initial thinking.
Sponsorship and merchandising efforts converged toward one
goal: generating $5 million of own-source revenue. To this end,
the Merchandising Department came up with a strategy that
was largely built around signing sponsorship agreements and
granting merchandising licenses for official merchandise. The following pages set out the Corporation’s merchandising initiatives.
The Corporation aimed to secure various potential sources of
merchandising revenue, namely
The marketing of official merchandise, including granting
licenses to suppliers and setting up distribution channels,
as well as creating its own points of sale (such as a virtual
boutique on its website, two boutiques at Espace 400e, and
satellite sites at major events) and promotional activities
The ticket office at the official Espace 400e site, which for
the most part was dedicated to the Passagers/Passengers
exhibition and a few major events
Signa Marketing
The first license was granted to Signa Marketing to merchandise
three collections of clothing, caps, and accessories:
The Celebration collection, inspired by the festive ribbon logo
Société du 400e
The merchandising team in 2008. Left to right: Gérard Bouchard, Danielle Cyr,
Sarah Quimper, and Marie-Claude Ratthé-Chalk
OFFICIAL PRODUCT
MARKETING
A host of suppliers put forward products in the hope of associating themselves with the festivities, but few were willing to
assume the financial risks that came with becoming a license
holder. The commitment was considerable: in return for the
right to use the Corporation’s brand image, license holders had
to design, manufacture, and market their own products, while
paying royalties to the Corporation on every sale. Despite a
flood of applications, not all led to merchandising agreements,
and the Corporation studied a number of business proposals
before undertaking negotiations with suppliers.
In order to gauge the merchandising potential of official products—
particularly clothing and souvenir collections—the Corporation
studied a large number of offers from potential licensees. Negotiations led to marketing agreements with souvenir boutiques,
tourism businesses, and retail chains. Some official items were
also available from the Corporation’s transactional website as
well as the two boutiques at Espace 400e and in Corporation
kiosks at some of the bigger main events.
The Heritage collection
The Eco-Bio collection, featuring environmentally friendly items
in line with the Corporation’s principles
These products tended to be marketed across the HBC (Hudson’s
Bay Company) network in Québec City—i.e., Zellers, The Bay, and
Home Outfitters—in souvenir boutiques in Old Québec, at Jean
Lesage Airport, and later in the virtual boutique on the official
website of the celebrations. The company was also granted a
license to run a bilingual transactional website.
Société du 400e
Official product display at The Bay
Signa Marketing
Celebration collection
Denis Lemelin
Promotional activity in The Bay store at Laurier Québec. Left to right:
Hélène Lemieux (Laurier Québec), Nancy Daigneault (The Bay), Lorraine
Martel (The Bay), Champlain, Danielle Boulé (Laurier Québec), Jo-Anne
Jean (Société du 400e), and Luc Rocheleau (Signa Marketing)
For the most part, official merchandise for the celebrations
came from licenses issued by the Corporation with a view to
product development and marketing partnerships. The Corpo
ration also designed some items of its own to add to the range
of products available.
Signa Marketing
Heritage collection
Food and beverage concessions at Espace 400e and satellite
event sites, and room rentals
Other merchandising agreements such as commemorative
projects and television broadcast licenses
Signa Marketing
Eco-Bio collection
Société du 400e
Société du 400e
Window decal for retailers of 400th anniversary official merchandise
Merchandising
Official product display case in the Corporation offices
December 14, 2007
“The Corporation is delighted to promote its brand through an innovative, Québec-produced designer collection
showcasing the talent of local designers.” – Pierre Boulanger
446
447
Groupe Bulane
Avalanche
Avalanche supplied coats for the teams that braved the cold of
the first outdoor events on December 31, 2007, and January 5
and 6, 2008. At the same time, it was also given a license to merchandise a collection of winter clothing called Québec 1608-2008.
Festival-goers could keep warm as they celebrated in a new line
of Microtherm coats, jackets, sweaters, and scarves and tuques,
which were sold in Avalanche’s six stores. A special promotion
in early 2008 also gave Costco customers the opportunity to buy
this line of clothing in both Québec City stores.
W2
The winner of the 2007 Best Micro-Enterprise Award for the
Capitale-Nationale and Chaudière-Appalaches regions, W2 joined
other license holders at the end of a great year to create a
new collection of 400th anniversary products, with all clothing
designed and manufactured in Québec. The Québec 400 ans
collection launched for the holiday season in conjunction with
Sears was available exclusively from Sears stores, first in Québec
City and then elsewhere in the province. W2 again put its talents
in the service of Québec City’s 400th anniversary in 2008 by
adding Image Mill T-shirts to its long list of products.
In the same vein, Groupe Bulane was given a merchandising
license for bottled water for the duration of the celebrations in
clearly defined channels. The official water of the 400th anniversary
celebrations was distributed to close to 200 hotels, restaurants,
and convenience stores before being promoted at Wal-Mart in
the greater Québec City area and elsewhere in the province
from December 2007 to spring 2008. In the summer the official
water was also available from Espace 400e and outside mobile
sales teams at satellite sites during certain events.
Gilles Fréchette
A bottle of official 400th anniversary water
Société du 400e
Québec 400 ans collection at Sears
Denis Lemelin
Official water launch at Wal-Mart stores on December 4, 2007. Left to right:
Claude Gauthier (Wal-Mart), Jean Leclerc (Société du 400e), Paul Goulet
(Groupe Bulane), and Jean-Louis Nadeau (Société du 400e)
W2
Québec 400 ans collection
Avalanche
Québec 1608-2008 collection
Denis Lemelin
Bottled water display in a Wal-Mart store on Boulevard Lebourgneuf
Merchandising
December 14, 2007
“We’re pleased to have the support of a network like Sears, which has offered us a sensational window with its line of
400th anniversary clothing designed and produced in Québec.” – Pierre Boulanger
448
449
Les Éditions touristiques du Québec
In fall 2007 this publishing house published an information tool
starring the productions and events that would be making headlines throughout 2008. With a print run of 30,000, Agenda 2008 –
400e anniversaire de Québec was available from all six The Bay
and Zellers stores in Québec City, in Archambault stores in
Québec City and elsewhere in the province, in museum and
hotel boutiques, in Les Maisons de la Presse stores, from the
virtual boutique on MyQuebec2008.com, and from LesPAC.com.
The Québec government even purchased 20,000 copies for its
employees.
DISTRIBUTION CHANNELS
Sustained efforts were made to ensure a presence in a variety
of markets before the main site of the celebrations, Espace 400e,
opened in June 2008. These markets included distribution channels, souvenir boutiques, and big box stores.
Société du 400e
Display of official clothing at Zellers
Some of these chains had stores outside Québec City, particularly
in Montréal. As the whole city was festooned with banners and
bunting, the Corporation had point-of-sale material designed
with promotional slogans for its distribution channels.
By late 2007 there were official products at the following points
of sale:
HBC and its The Bay and Zellers stores
Sears
Wal-Mart
Avalanche and its stores
Société du 400e
Display of official clothing at The Bay
Later the following stores followed suit:
Home Outfitters of the HBC network
Société du 400e
Costco
Canadian Tire
Canac-Marquis Grenier
Archambault
Les Éditions touristiques du Québec
A number of souvenir boutiques, mainly in Old Québec
Agenda 2008 – 400e anniversaire de Québec
Les Éditions Cap-aux-Diamants
Société du 400e
In June 2002 and January 2005, the publisher of Québec history
magazine Cap-aux-Diamants signed up to produce two special
editions of the magazine, with a combined print run of over
13,000, for Québec City’s 400th anniversary celebrations. It also
inked an agreement with international press distributor LMPI
that gave the Corporation royalties on every copy of the second
special edition sold.
Display of official souvenirs at The Bay
Société du 400e
Société du 400e
Official product display at Sears
Société du 400e
Clothing display featuring the Eco-Bio collection at The Bay
Société du 400e
Les Éditions Cap-aux-Diamants
Cap-aux-Diamants magazine
Merchandising
September 6, 2007
“Through their energy and vision, the Québec City business community continues to build this city and write
history every day.” – Pierre Boulanger
450
451
THE SÉLECTION DU 400e
COLLECTION
BOOKS
Without being license holders, distribution channels nevertheless
helped promote official anniversary merchandise. Here are a
few examples of how they did this:
Canadian Tire
In spring 2008 following the launch of the Let’s Celebrate 400 Years!
signature, the Merchandising Department brought about the
creation of a local consortium of eight Canadian Tire stores and
accredited suppliers to make home decorative items available
to the public in Québec City.
In May 2008 another visibility agreement was signed with CanacMarquis Grenier for outdoor accessories from the Fêtons 400 ans!
collection. Items available in its stores included cooler/seats,
picnic blankets, BBQ aprons, umbrellas, and cooling necklaces.
Collectors’ cards for the 2008 commemorative coins featuring a
medallion and a commemorative $2 coin—which are discussed
later—were also available from Canac-Marquis Grenier.
CDs
La Mesure d’un continent, Collective, Éditions du Septentrion
Écoute l’histoire de la Nouvelle-France, Various artists, Lyre Audio
Champlain, la naissance de l’Amérique française,
Collective, Éditions du Septentrion
En compagnie de Samuel de Champlain, de Brouage à Québec,
Various artists, Via Musique
Québec: quatre siècles d’une capitale, Collective, Publications
du Québec
Samuel: Journeys, Meetings … and Music / Samuel, voyages,
rencontres et musique (book-disc), Various artists, Via Musique
L’histoire du Vieux-Québec à travers son patrimoine,
Jean Provencher, Publications du Québec
L’Odyssée vers Québec, Ensemble Terra Nova, Via Musique
Québec, ville militaire, 1608-2008, Collective, Éditions Art Global
Si Québec m’était chantée, Various artists, Musicor
Découvre Québec avec Louki, Paule Brière, Éditions Bayard
Champlain au Canada – Les aventures d’un gentilhomme
explorateur, Caroline Montel Glenisson, Éditions du Septentrion
The dozen items (placemats, rugs, banners, signs, license plates,
etc.) that were then distributed exclusively in the eight Canadian
Tire stores in the greater Québec City area proved a roaring
success. The initiative was backed by the local media and proved
a turning point in getting local residents on board.
Kebek par Québec, Various artists, Groupe Sismique
Bonne fête Québec, Bertrand Gosselin, Les disques
Au Pied des Monts
The Adventures of Dagobert / Les aventures de Dagobert,
Collective, Le vent qui vente
Québec – un détroit dans le fleuve, Collective, Festival de la bande
dessinée francophone de Québec – Flammarion
Champlain, je me souviens, Philippe Girard, Sangam et Vibrato
400 ans de gastronomie à Québec, Jean Soulard, Communiplex
Les meilleures recettes québécoises d’autrefois, Suzette Couillard
Société du 400e
Collectors’ card for 2008 commemorative coins
Groupe Archambault
Société du 400e
400th anniversary illuminated sign
As a cultural partner to the 400th anniversary celebrations,
Archambault placed 65-odd articles—known collectively as the
Sélection du 400e collection—front and center in its network of
stores, notably in three locations in Québec City and two in
Montréal, as well as in its newspaper and radio advertisements.
The official bookstore to the event helped choose articles to
be showcased in its mini-boutiques. They included CDs, DVDs,
and books on Québec City and its 400th anniversary, some of
which also went on sale in boutiques at Espace 400e. Archambault
also ran a kiosk for the Paul McCartney concert on the Plains of
Abraham and helped organize a meet & greet with 12 authors
at La Grande Place on August 10.
Le sirop d’érable du Québec en 100 recettes préférées de Suzette,
Suzette Couillard
400 flashs, de Piaf à Dion, Roland de Québec,
Éditions Sylvain Harvey
Québec et ses merveilles, Eugen Kedl, Anne Sigier
Québec et sa région, Jacques Lacoursière, Éditions de l’Homme
Contes, légendes et récits de la région de Québec,
Aurélien Boivin, Éditions des Trois-Pistoles
Les meilleurs contes fantastiques québécois du XIXe siècle,
Collective, Fides
Les harmonies de l’âme, Alain Beauchemin,
Éditions du Vaisseau d’Or
Voyages en Nouvelle-France (1604-1611), Samuel de Champlain,
Cosmopole
Samuel de Champlain, Stan Garrod, Lidec
Des sauvages, Samuel de Champlain, Éditions de l’Hexagone
Sous le feu des canons, Jonathan L’heureux, Joey Cornu
Au temps de Samuel de Champlain, Hélène Morasse,
Éditions du Trécarré
Société du 400e
Product display at the Canadian Tire store in Saint-Romuald
Québec, ville de lumières, Michel Lessard, Éditions de l’Homme
Le Vieux-Québec sous la neige, Michel Lessard,
Éditions de l’Homme
Québec instants partagés, Éric Côté, Éditions GID
DVDs
400th Anniversary of Québec, The Castle Chronicles /
400e anniversaire de Québec – Vu du Château..., NFB – Imavision
Other licenses were issued to add to distribution channels and
expand the line of available products. The Corporation played
an active role in increasing the number of points of sale by setting up a virtual boutique on its website, along with boutiques
at Espace 400e and kiosks at certain events—known as satellite
sites—which are discussed later. The main license holders
and distribution channels associated with the 400th anniversary
celebrations are as follows:
Forever Quebec / Infiniment Québec, Jean-Claude Labrecque,
Productions Thalie
Contes classiques de Noël, 10e Avenue Productions, Imavision
Images de Québec: 1608-2008: 400 ans de charme
et de beauté, Brainworks
Merchandising
June 18, 2008
“We’re proud to be a cultural partner of Québec City’s 400th anniversary celebrations and to pay tribute to Québec artists
who, through their talents, have shaped and marked the cultural history of the province.” – Diane Langlois, Groupe Archambault
452
453
MAIN LICENSE HOLDERS AND DISTRIBUTION CHANNELS
(EXCLUDING THE VIRTUAL boutique)
IN ALPHABETICAL ORDER
MAIN 400th ANNIVERSARY CHANNELS
(EXCLUDING THE VIRTUAL BOUTIQUE AND ESPACE 400e AND SATELLITE SITE BOUTIQUES)
IN ALPHABETICAL ORDER
LICENSE HOLDER
OR DISTRIBUTOR
PRODUCT
DISTRIBUTION CHANNELS
Aliments Mont-Bec
Digestive mints
Aliments Mont-Bec
Québec City hotels and restaurants
BUSINESS/CHANNEL
DISTRIBUTION CHANNEL
Avalanche
Clothing and other products
Avalanche stores
Costco
Espace 400e
Avalanche
6 stores across Québec
Canadian Tire
A dozen products, including placemats, rugs,
signs, license plates
Canadian Tire stores
Boutiques de souvenirs
Création Design
Rocking chair
Création Design
Espace 400e
50-odd stores in Old Québec, at Jean Lesage Airport, at the Québec City aquarium, at the
Citadel, at Musée de la civilisation, on board AML Cruises, and at the Delta, Hilton, Fairmont
Le Château Frontenac, and Loews Le Concorde hotels
Canadian Tire
8 stores in the greater Québec City area
Les Éditions
Cap-aux-Diamants
2 special editions of Cap-aux-Diamants magazine
Maison de la Presse Internationale LMPI
Museum and various boutiques
8 stores in the greater Québec City area
Costco
2 Québec City stores for a special promotion
Les Éditions touristiques
du Québec
Agenda 2008 – 400e anniversaire de Québec
The Bay and Zellers, Québec City
Archambault stores
Maison de la Presse stores
LesPAC.com
Museum and hotel boutiques
Groupe Archambault
5 stores, including 3 in the Québec City area and 2 in Montréal
HBC
(Hudson’s Bay Company)
10 The Bay, Zellers, and Home Outfitters stores (8 in the Québec City area and 2 in Montréal)
Golf Town
Golf ball (limited edition of 1,600 sets of 12)
Golf Town stores
Various hotels, restaurants, and convenience stores in the Québec City area
Groupe Bulane
Bottled water
Hotels, restaurants, and convenience stores
Wal-Mart stores
Espace 400e and satellite sites
Hotels, restaurants, and
convenience stores
Mouvement des caisses
Desjardins
Mainly credit unions in the Québec City area
Groupe Archambault
65 items in the Sélection du 400e collection
Archambault stores
Société des alcools
du Québec
Mainly outlets in the Québec City area
J. P. Carton
Battery-operated candles in 2 sizes
J. P. Carton
Sears
30 outlets across Québec, including 5 in the Québec City area
Wal-Mart
7 stores in the Québec City area and elsewhere in the province
Tartans, wool socks, and food products
Lambert & Compagnie
Fairmont Le Château Frontenac boutique
Espace 400e
Lambert & Compagnie
Médailles et porte-clés
Champlain statuette
Médailles et porte-clés
Souvenir stores
Espace 400e
Monnaie Collection
Royale
Collectors’ card and other commemorative
coins from the Royal Canadian Mint
Monnaie Collection Royale
Desjardins credit unions
Canac-Marquis Grenier stores
Espace 400e
Promo Dynamique
Accessories from the Fêtons 400 ans! collection
Canac-Marquis Grenier stores
Souvenir boutiques
Espace 400e
Pubco Produits
International
Collectors’ cards, bookmarks, and backpack
pendants
Souvenir boutiques
Espace 400e
3 clothing collections: Celebration, Heritage,
and Eco-Bio
The Bay and Zellers stores in Québec City
and Montréal
Home Outfitters stores, Québec City
Souvenir boutiques
Espace 400e
Signa Marketing
Société des alcools du
Québec (SAQ)
W2
Environmentally friendly bags
SAQ outlets
Espace 400e
Québec 400 ans clothing collection
Sears stores
The Image Mill T-shirts
Espace 400e
VIRTUAL BOUTIQUE
Under new management in 2008, the Merchandising team
clarified its mission and refocused its efforts on marketing
Québec 2008 official merchandise. Although the initial plan had
been for all spinoff products be sourced from a single supplier
and sold through a transactional site and other channels, this
was not the case in early 2008.
Much like with any product distributed to the general public, the
team was fielding regular requests from internal and external
clients, particularly conventions, financial backers, partners,
and businesses.
THE REALITY
SIGNA Marketing
WEB
HBC
and stores
Merchandising
W2
SEARS
THE GOAL
AVALANCHE
STORES
Y
Z
CHANNELS
END
BUYERS
CHANNELS
WEB
END BUYERS
Purchasers did not have a clear idea of all the products available
and where to obtain them. Signa Marketing products were sold
in HBC stores and on the Corporation’s transactional site, W2
was in Sears stores, Avalanche sold its products in its stores,
and other products were sold through licensees with their own
networks. Given the number of licensees, collections, and networks, the procurement, distribution, and inventory management
procedures had to be completely overhauled.
June 29, 2005
END BUYERS
PRODUCTS
“Our goal is to foster partnerships that allow the entire region to look farther into the future and are designed with an
eye to excellence and innovation.” – Josée Laurence
454
455
BOUTIQUES AT ESPACE 400e
Société du 400e
Boutique at Place des Partenaires viewed from Quai Saint-André
Merchandise Product Sales
Espace 400e Boutiques, Summer 2008
$70,000
Société du 400e
$60,000
Passagers/Passengers exhibition catalog
$50,000
$40,000
$30,000
Société du 400e
Ephemeral Gardens catalog
$20,000
Oct. 19
Oct. 12
Oct. 5
Sept. 28
Sept. 21
Sept. 14
Sept. 7
August 31
August 24
August 17
August 10
August 3
July 27
July 20
July 13
July 6
June 29
$10,000
June 8
Still, a virtual boutique integrated into the Corporation’s website
MyQuebec2008.com in December 2007 helped boost the visibility
of official merchandise and points of sale. With the celebrations
around the corner, a home portal was added to the transactional
site presenting the full selection of official products available
from Corporation suppliers—including Signa Marketing, W2,
and Avalanche—and various distribution networks such as
HBC, Sears, Wal-Mart, and Avalanche. A media tour was subsequently conducted to gain visibility and introduce the general
public to the collections and sales networks already associated
with the 400th anniversary celebrations.
The diagram below illustrates both traffic at Espace 400e and total
sales at the two boutiques, mainly at Place des Partenaires.
SALES OF OFFICIAL MERCHANDISE BY WEEK
AT ESPACE 400e BOUTIQUES
(FOR REFERENCE PURPOSES ONLY)
The Merchandising Department got its products back and resumed inventory management in its own warehouses. Avalanche,
which had the contract to run the boutiques at Espace 400e,
managed to buy back those items already produced, and Promo
Dynamique lent a hand with production and marketing of the
Fêtons 400 ans! items.
The Corporation had to pull out all the stops just to achieve part
of its objectives. The longed for transactional site featuring
all licensee products was never to be. Only Signa Marketing’s
products were available through the Corporation website. The
first version of the virtual boutique and its home portal were
kept online until the celebrations ended. However, the list of
products from other suppliers and their distribution networks
were posted for information purposes.
Local and other visitors wishing to purchase official merchandise also found a host of options at the permanent boutique
under the bigtop at Place des Partenaires. At the peak of the
celebrations, these boutiques were open seven days a week
from 10:00 a.m. to 11:00 p.m.
June 22
In spring 2008, the Merchandising Department called on Groupe
Promobel for assistance with managing inventory, turning the
virtual boutique into a transactional site, and designing a collection of items sporting the slogan Fêtons 400 ans! The day
before the new site was to go live and right before peak season,
the Corporation suffered a major setback when Groupe Promobel
suddenly went out of business.
The Espace 400e Pavilion boutique was inspired by museum shops,
showcasing an array of gifts ranging from jewelry and tartans
to historic items and aboriginal products, in addition to Sélection
du 400e, a collection of books, CDs, and DVDs compiled in collaboration with Groupe Archambault, the cultural partner of
the 400th celebrations. Also available were catalogs from the
Passagers/Passengers exhibition and the Ephemeral Gardens.
June 15
It was a big job, but it had to be done: create a single online shop
where all available products could be viewed and purchased,
regardless of licensee, and external and internal clients could
obtain official merchandise for use as promotional items and
protocol gifts. Plans called for products to be stored in a central
warehouse for more efficient inventory management and faster
delivery to end customers, as well as the creation of an intranet to meet the internal requirements of the Corporation and
its partners.
As the main meeting place for tourists and Québec City residents
in summer 2008, Espace 400e was the cornerstone of the official
merchandise distribution network from June 3 to October 19.
Following a call for tenders by invitation issued in February 2008,
Avalanche was selected to run both of the Corporation’s souvenir boutiques at Espace 400e—one at the Pavilion and the other
at Place des Partenaires. The Corporation earned income in the
form of royalties and rent.
Week ending
Société du 400e
400 flashs, de Piaf à Dion
Merchandising
July 8, 2008
“In this time of celebration and commemoration, it is normal that we pay tribute in our turn to Roland of Québec, the photographer
who over the years has become a veritable Québec City artistic institution.” – Daniel Gélinas
456
457
The table below lists other points of sale and promotional
activities:
SATELLITE SITES
Merchandise points of sale at the six 400th anniversary perfor
mance venues were run by employees hired for the occasion, by
Corporation staff and volunteers, or by specialized businesses.
The Corporation installed and managed official souvenir kiosks
for the first two major events on the program: The Kickoff and The
400 Year Journey. An initial kiosk at Place D’Youville combined
under one roof an official souvenir mini-boutique, information
services, and Operation Red Nose. On January 4 and 5, the setup
was repeated on Rue Saint-Jean, this time for The 400 Year Journey.
Global Merchandising Services
Date
OTHER POINTS OF SALE AND PROMOTIONAL ACTIVITIES
December 2007
Media tour at launch of virtual boutique
April 2008
Media tour at launch of home decorative items
May 2008
Employees and partners invited to a showroom at the Corporation office
June 2008
Volunteers invited to temporary kiosks at Université Laval
July 2008
Aboriginal artisans at Place des Partenaires
August 2008
Book show and meet & greet with Québec City’s 400th anniversary authors at
Espace 400e’s La Grande Place
October 2008
Employees and volunteers invited to temporary kiosks at ExpoCité
Fall 2008
Virtual boutique discounts offered
Late 2008
Distribution of discount coupons for participating souvenir shops
Year round
Sponsors granted purchase credits equal to a percentage of their sponsorships
Céline on the Plains show T-shirt
OFFICIAL PRODUCTS
Bravado
Paul McCartney concert T-shirt
Société du 400
e
Official souvenir kiosk at The Kickoff
The satellite site formula was repeated on July 6 at La Grande
rencontre familiale in cooperation with Avalanche, which had
also run the official 400th celebrations souvenir kiosk for the
Summer Festival at ExpoCité and was managing the boutiques
at Espace 400e.
The Corporation called on the firm NoFrage to manage the
kiosks that would serve the thousands of fans attending the Paul
McCartney and Céline Dion shows on the Plains of Abraham.
On July 20, kiosks were set up at Parc de la Francophonie and
at the entrance to the site, where the 3,000 T-shirts produced
for Sir Paul’s concert sold out in no time several hours before
the event, before the opening of a planned third point of sale on
the performance site. On August 22 during Céline on the Plains,
points of sale for the 4,500 T-shirts featuring the star were set
up at locations across the show venue.
Traveling sales teams also helped distribute official bottled
water at some satellite sites, particularly during La Grande
rencontre familiale and The Walking Road, as well as at the Paul
McCartney concert, where festival-goers could also obtain batteryoperated candles produced by J.P. Carton.
Souvenirs officiels, Choix verts, and Sélection du 400e—the merchandise marketed to promote Québec City’s 400th anniversary
brand—originally came from licensees. As excitement built, the
Corporation itself designed certain items, thereby expanding
the product line as time went by.
Official product categories included clothing and accessories;
outdoor, travel, office, craft, and collectors’ items; distinctive gifts;
and a host of books, CDs, and DVDs for a variety of audiences.
Within these categories were a dozen Choix verts, including ecoorganic T-shirts and jackets, environmentally friendly bags and
notebooks, and organic maple products.
Bravado
Paul McCartney concert women’s T-shirt
These are a few of the items found in each of the product
categories:
An array of clothing for men, women, and children: T-shirts,
polos, shirts, sweaters, cardigans, sleeveless vests, jackets,
plus eco-organic jackets and T-shirts
Some fifteen caps, scarves, and tuques
Nearly fifty accessories: assorted glasses and mugs, keychains, magnets, cardholders, eyeglass cloths, photo cubes,
photo frames, battery-operated candles, eco-friendly bags
A dozen outdoor items: pinwheels, umbrellas, ponchos, cooler/
seats, sunglasses, binoculars, BBQ aprons, corkscrews, picnic
blankets, golf balls
Travel items: backpacks, leather bags, shoulder bags, garment bags, travel kits
OTHER POINTS OF SALE
AND PROMOTIONAL ACTIVITIES
Promotional items: pins, lanyards, buttons, stickers, posters,
pennants
Throughout the celebrations, promotional activities aimed at
target audiences were held to promote the 400th anniversary
brand. For example, sponsors were invited to take advantage of a
purchase credit equal to a percentage of their sponsorships, and
special prices were extended to partners and financial backers.
Some fifteen office items: calendars, notebooks, pens,
coasters, cardholders, bookmarks, postcards
Home decorative items: placemats, rugs, license plates,
placards, car flags
These promotions, for the most part carried out in 2008, culmi
nated in a big end-of-event sale held in the special showroom
at the Corporation office from December 1, 2008, until quantities sold out. This final marketing push raised approximately
$13,000 in revenue.
Entertainment articles: collectors’ cards, books, Cap-auxDiamants magazines, CDs and DVDs including the 400th Anniversary of Québec, The Castle Chronicles DVD box set, and
exhibition and Ephemeral Gardens catalogs
Société du 400e
Official product kiosk at Laurier Québec
Thirty-odd artisanal products: rocking chair, clocks, jewelry,
throws, tartans and blankets, arrowhead sashes, wool socks,
Christmas ornaments, maple products, and other local produce
Distinctive items: assorted engraved pieces, collectors’ coins
Merchandising
August 11, 2008
“As of tomorrow, the exclusive and eagerly awaited Paul McCartney concert T-shirts will be available! They will be
on sale starting at 10 a.m. from Espace 400e and at MyQuebec2008.com.” – Gérard Bouchard
458
459
Other products enjoyed some degree of success, particularly
the home decorative items sold in Canadian Tire stores, the
2008 Québec City anniversary day planner, and the poster from
The Image Mill. Special promotions were targeted at potential
purchasers, who could get 400th anniversary items at The Bay,
Zellers, Sears, Wal-Mart, and Avalanche stores in Québec City,
among other places.
All categories combined, two products stood out during Québec
City’s 400th anniversary celebrations:
The most popular item: the 400th anniversary pin
On January 31, 2007, the Corporation announced the sale of
400th anniversary souvenir pins at $3 each, taxes included, in the
eight borough offices and four City of Québec points of service.
These pins were a great way for residents to spread the festive
spirit, a wish expressed by Serge Allen, then Commissioner
General of the celebrations.
On the eve of the festivities, the increasingly popular pin was
given a new look. It was affixed to a colorful bookmark adorned
with a fabric ribbon reading Québec 1608–2008, evoking the festive
signature of the celebrations.
In response to demand, points of sale at borough offices and
the City’s points of service were joined by Québec City Tourism
information bureaus; the National Assembly boutique; The Bay,
Zellers, Home Outfitters, Sears, and Canadian Tire stores in the
greater Québec City area; souvenir shops; and in summer 2008
the boutiques at Espace 400e. The pin’s popularity made it a hot
item for conventions, hotels, restaurants, and other organizations
and businesses.
The graph below shows the percentage of revenues from the
sale of merchandise, by category, based on royalties paid by
licensees and the Corporation’s direct sales:
Clothing (49%): Including all clothing for men, women, and children, as well as caps, scarves, and tuques plus Paul McCartney
T-shirts, which alone represented 33% of all merchandise
sales revenues
Accessories (14%): Including miscellaneous accessories,
outdoor and travel items
Promotional items (24%): Including all promotional items,
such as the pin—which is presented individually and alone
represented 14% of sales revenues—office items, and home
decorative items
Feature product: the Paul McCartney concert T-shirt
Reflecting the tremendous success of Sir Paul McCartney’s show
on the Plains of Abraham on July 20, 2008, T-shirts featuring
the former Beatle flew off the shelves in several hours. The
mania continued long after the dust had settled on the Plains.
Cultural products (13%): Including entertainment articles,
artisanal products, and distinctive products
PERCENTAGE OF INCOME FROM ROYALTIES
AND DIRECT SALES BY THE CORPORATION,
BY PRODUCT CATEGORY
(FOR REFERENCE PURPOSES ONLY)
The Corporation pulled out all the stops to meet the unprece
dented demand, purchasing a large quantity of these T-shirts
from the supplier Bravado. With 11,000 in all sold—3,000 the day
of the concert (managed by NoFrage) and 8,000 afterwards—
the Paul McCartney T-shirts were all the rage, drawing endless
lines at Place des Partenaires at Espace 400e on August 12
when the boutique was stocked.
14%
A virtual micro-boutique was created especially for these products in cooperation with Avalanche, which from August 12 to 16
managed the thousands of orders placed through the Corpo
ration website.
16%
14%
13%
10%
Société du 400e
33%
400th anniversary celebration pin
Société du 400e
Le Moulin à images (The Image Mill) poster
Bravado
Paul McCartney concert T-shirts
Société du 400e
Pins affixed to bookmarks
Merchandising
To illustrate the popularity of the items sold, the Corporation’s
revenues—totaling nearly $900,000—were broken down by product
category. This breakdown, for information purposes only, does not
take into account product sales by licensees, but only royalties
paid to the Corporation as well as its direct sales. Income from
royalties represented 35% of total revenues from merchandise,
while 65% was attributable to the Corporation’s direct sales, twothirds of which were of the two feature products: the 400th anniversary pin and Paul McCartney T-shirts.
September 6, 2007
CLOTHING
CULTURAL PRODUCTS
PINS
PROMOTIONAL ITEMS
ACCESSORIES
McCARTNEY T-SHIRTS
The Québec City Chamber of Commerce has ordered 400 of the 400th anniversary caps. They will be distributed
on September 11 at the business community’s luncheon conference.
460
461
ECO-FRIENDLY BAG
CAP
TARTAN
PENS
SHOULDER BAG
COOLER/SEAT
ECO-ORGANIC FLEECE VEST
MEN’S POLO
MUG
ASSORTED GLASSES
KEYCHAINS
BACKPACK
NOTEPAD
FLAGS
PINWHEELS
WATER BOTTLES
CARDHOLDERS
NOTEBOOK
UMBRELLAS
LEATHER BAG
PHOTO CUBE
EYEGLASS CLOTH
COMMEMORATIVE BRILLIANT DOLLAR
Merchandising
ORGANIC MAPLE PRODUCTS
2008
Over 200 official anniversary products will be put on sale.
462
463
LADIES’ SHIRT
CAP
LADIES’ T-SHIRT
GOLF UMBRELLA
MEN’S POLO
BBQ APRON
TRAVEL MUGS
RUGS
LADIES’ T-SHIRT
CHAMPLAIN STATUETTE
WINDBREAKER
BLANKET
WAIST PACK
MEN’S SWEATSHIRT
CLOCK
ROCKING CHAIR
LADIES’ POLO
WOOL SOCKS
CHRISTMAS ORNAMENT
JEWELRY
Merchandising
July 9, 2007
“A major event is coming next year, and I’m thrilled to promote it during my races this summer.” – Marie-Hélène Prémont,
cyclist, proud to display the 400th anniversary logo on her clothing
464
465
BOX OFFICE
Since the Corporation wanted to put on free activities for the
public and generate own-source revenue, it had to put in place
a limited number of occasionally complex pricing measures.
However, in order to meet its financial targets, the Corpora
tion needed to record box office revenue and therefore had to
come up with various ways of raising over $1.7 million. How
this money was spent is discussed in the next chapter.
Wattman Trains & Trams
In spring 2008 Wattman was given an operating license to provide electric train service at the Espace 400e site—much to the
delight of younger visitors. Some 14,000 tickets were sold from
late June to early September at $3 apiece.
The Corporation’s six Major Partners: Bell, SAQ/Vins de
France, Desjardins, IGA, Ultramar, and McDonald’s (48,000)
First, free admission to the official Espace 400e site let visitors take
in a number of free concerts, workshops, and shows, along with
The Image Mill and the Ephemeral Gardens. Over 2,800 shows were
put on free of charge for more than one million visitors, with the
Passagers/Passengers exhibition being the main paying event.
Tourist offices and concert venues outside Québec City, i.e.,
in Montréal, Sherbrooke, Trois-Rivières, Saguenay, Gatineau,
Rimouski, Gaspé, Val-d’Or, and Sept-Îles (16,000)
Québec City tourist offices (5,000)
Passagers/Passengers Exhibition
$7 for adults age 16 and over
$5 for children age 12 to 16
Free for children under 12
The Corporation also set up an activity especially for younger
visitors: Flight 400 for Québec City. By appointment, school groups
and summer camps for children 12 and over also enjoyed more
than 1,000 special tours.
Around 25,000 tickets were sold to businesses in lots of 500
and 1,000. Businesses that bought them had to give a percentage of their share to a charity of their choosing.
Some 69,000 were given to the public at no cost by
ESPACE 400e
Making the public pay to see the exhibition at Espace 400e was
one option. The Corporation therefore used a box office system for
the Passagers/Passengers exhibition, which attracted 50,000 visitors. Following a call for tenders, an agreement was reached
with the Billetech network to manage the service at a counter
at Espace 400e. Charging admission for the exhibition, which
ran from 10:00 a.m. to 9:00 p.m. daily from June 3 to October 19,
restricted entry to the three rooms on the Pavilion’s two floors.
Nearly two dozen visitors were allowed to enter every half hour,
with admission prices as follows:
Of the 100,000 tickets to the show, 25,000 were sold to businesses to meet the target of $500,000. Tickets slated for the
public were then shared around the province by the Corporation’s
six Major Partners, tourist offices, regional concert halls, and
Québec City tourist offices.
The Wattman electric train at Espace 400e
The Corporation distributed 6,000 tickets directly in promotional
operations and to dignitaries, numerous partners, journalists,
people with reduced mobility, volunteers, and employees.
400th ANNIVERSARY PRODUCTIONS
Cirque du Soleil
Société du 400e
The Corporation sought to put on free shows and events for as
many people as possible. Given this, it was difficult to envisage
earning revenue for these shows. The Corporation therefore
turned to private companies to sell tickets to the Céline Dion
and Cirque du Soleil shows, distributing tickets free of charge
across their public networks. In conjunction with producers,
the Corporation adopted a rather unusual way to distribute
tickets to both shows. Some tickets were sold to businesses as
package deals before being distributed free of charge to the
public. Firms that took the Corporation up on this offer agreed
to redistribute their tickets and give 10% of their share to a
charity of their choice.
Once the budget was reviewed in 2007, it became clear that
both shows—which already featured on the official event program—would require additional financing. Despite the good
intentions behind the process and the involvement of sponsors
and businesses, distributing tickets in this way proved a complex undertaking and a source of frustration for many. But the
decision proved to be the right one given the interest shown in
both special events.
For the five Cirque du Soleil shows at Colisée Pepsi between
October 17 and 19, 2008, 25,000 seats were sold to businesses,
generating over $900,000 in the process. Other tickets were also
distributed free of charge to the public, mainly via the ExpoCité
box office in return for a service charge. In all close to 80,000 tickets
were distributed as follows:
25,000 tickets were sold in lots of 500, 250, and 100 to businesses that then had to give a certain number of their tickets
to charity.
38,000 tickets were given away to the public either at the
Laurier Québec shopping mall or the ExpoCité box office or
by phone or online via the Billetech network.
SITE OPERATIONS
Revenues raised at the sites came from profitable activities such
as food and beverage sales and room rentals. Partnerships with
companies selling food at Espace 400e and satellite sites will be
discussed first, followed by reception venues at the Espace 400e
Pavilion, better known as the Air Canada Maple Leaf Lounge.
FOOD CONCESSIONS
Food and beverages were in demand at the Espace 400e site and
major events. Partnerships with sponsors Sleeman Unibroue,
Société des alcools du Québec (SAQ), Sopexa Canada – Vins
de France, and Alex Coulombe ltée (Pepsi) were invaluable in
this respect.
Espace 400e
As part of the process to extend the call for tenders launched
in 2007, the Corporation began negotiations with food service
operators with a view to awarding permits and inking deals
to sell food and beverages at Espace 400e. It intended to earn
royalties on alcohol sales, the operation of food and beverage
stands, and the rental of certain venues:
At La Grande Place, which combined counter service (soups,
sandwiches, salads, cheese, and desserts) with table service
for drinks
At Lounge SAQ/Vins de France on the mezzanine level at
La Grande Place, which had a capacity of 150 and served
$50 meal deals with selected wines
At Bistro SAQ/Vins de France and on the patio by the wharf
with table service for 200
In the Air Canada Maple Leaf Lounge, which had two rooms
and a patio with bar service (another source of revenue)
15,000 tickets, including 13,000 for the general public were
distributed in promotional operations and as a thank-you to
partners, dignitaries, the Francophonie Summit, journalists,
people with reduced mobility, volunteers, and employees.
The Corporation was thus able to meet its financial targets,
while putting on free shows of exceptional quality for the public.
Société du 400e
Société du 400e
Espace 400e Pavilion box office
Merchandising
September 17, 2008
“We hope that people from all walks of life who have never seen Cirque du Soleil will have an opportunity to
experience the magic and appreciate the beauty and creativity of the company.” – Jean Leclerc
466
467
Food and alcohol were sold at Espace 400e by catering company
Pastissimo in conjunction with the Sleeman Unibroue brewery,
SAQ, and Sopexa Canada – Vins de France. Alex Coulombe ltée
(Pepsi) products were also on sale at counters and from vending
machines. All in all, with La Grande Place and its mezzanine
and Bistro SAQ/Vins de France on the wharf, Espace 400e had
close to 900 seats where people could eat and drink.
400th Anniversary Productions
Société du 400e
Inside Bistro SAQ/Vins de France
The Corporation also had booths where people could buy alcohol, which were managed either by the Corporation itself
(December 31, 2007, and January 5 and 6, 2008) or private
operators at 400th anniversary productions. The Corporation
therefore called on the services of Broue sur roues at Encounters,
La Grande rencontre familiale, Viens chanter ton histoire, the Paul
McCartney concert, The Walking Road, Céline on the Plains, Paris/
Québec – À travers la chanson, and Pleins feux sur l’OSQ. Partnerships
with the Sleeman Unibroue brewery, SAQ, Sopexa Canada – Vins de
France, and Alex Coulombe ltée (Pepsi) enabled the Corporation
to make a profit by operating bars at major events.
Société du 400e
SAQ bistro at the Viens chanter ton histoire concert
The table below lists the satellite sites and the number of booths
at each event.
NUMBER OF POINTS OF SALE ONSITE
IN CHRONOLOGICAL ORDER
EVENT AND DATE
Société du 400e
Bistro SAQ/Vins de France from Bassin Louise
Société du 400e
SAQ/Vins de France booth at the Encounters show
ATTENDANCE
50,000
5
The 400 Year Journey
January 5 and 6, 2008
21,000
2
Encounters
July 3, 4, and 5, 2008
75,000
2
La Grande rencontre familiale
July 6, 2008
10,000
1
Viens chanter ton histoire
July 15, 2008
60,000
1 Québec City Summer Festival bistro
Paul McCartney concert
July 20, 2008
270,000
5
50,000
2
230,000
8
Paris/Québec – À travers la chanson
August 24, 2008
80,000
8
Pleins feux sur l’OSQ
August 25, 2008
50,000
8
August 22, 2008
Société du 400e
Société du 400
e
SAQ bistro at the entrance to the Plains at the Viens chanter ton histoire concert
Espace 400e
June 3 to September 28, 2008 (October 19
for the Air Canada Maple Leaf Lounge)
Merchandising
NO. OF POINTS OF SALE
The Kickoff
December 31, 2007
The Walking Road
August 15, 2008
The terrace belonging to Lounge SAQ/Vins de France at La Grande Place
Denis Lemelin
Ice bars at The 400 Year Journey
August 22, 2008
Bistro SAQ/Vins de France
Over 1,000,000
La Grande Place
Lounge SAQ/Vins de France
“We were all very impressed with the 400th celebrations to date and the obvious skill and hard work that has gone
into organizing the events.” – John Sleeman
468
469
ROOM RENTAL
Renting out rooms at Espace 400e was also earmarked as another potential source of income. A reservation system was put
in place especially for the Pavilion’s two reception rooms and
patio, to the great delight of the businesses and organizations that
leaped at the chance to hold receptions there before showings
of The Image Mill.
Air Canada Maple Leaf Lounge rentals allowed these businesses
and organizations to host employees, suppliers, and clients for
a cocktail or meal, with The Image Mill crowning a memorable
evening. This highly sought-after private venue was tastefully
furnished and had its own bar. It afforded splendid views of the
surrounding area and could host up to 250 standing guests (or
160 seated) at a cost of $5,000 for evenings when The Image Mill
was running and $2,000 on evenings with no projection. Open from
June 3 to October 19, the lounge was reserved for around 30 eve
nings, with the option of added catering at the companies’ expense.
The lounge was also used to host Corporation partners free of
charge and was a popular reception venue with visiting dignitaries who saw it as something of a rite of passage from which
to admire Québec City and take in all of the Espace 400e site.
And so the Corporation organized thirty-odd evenings for over
7,000 guests there. Sixteen of them were open to the general
public, who could purchase same-day front row seats to The
Image Mill for $5 per person.
OTHER MERCHANDISING
AGREEMENTS
Safe in the knowledge that the festivities would prove a big
tourist draw because of the nature of the celebrations and the
headline events on offer, the Corporation reviewed, starting in
2004, other successful proposals for memorabilia and television
broadcast licenses, among other things.
MEMORABILIA
In addition to revenue-generation initiatives, the Merchandising
Department also spearheaded a number of commemorative
projects to raise the profile of the celebrations.
Coins
On January 9, 2008, the Royal Canadian Mint, which celebrated
its centenary in 2008, issued collectors’ coins with 400 years
of history behind them to mark Québec City’s anniversary. The
proof silver dollar and a brilliant uncirculated version of the
coin were limited to a mintage of 65,000 and 35,000 respec
tively. The coins—which were the work of Québec artist Suzanne
Duranceau—feature legendary explorer Samuel de Champlain
in front of the Habitation he built at Cap-aux-Diamants.
Denis Lemelin
Royal Canadian Mint commemorative dollar coin
The 2008 limited set—of which only 60,000 were minted—got the
full VIP treatment to mark the city’s historic milestone: for the first
time ever, a commemorative silver dollar coin was gold plated.
On January 30, 2008, the media were on hand as the Royal
Canadian Mint presented Québec City mayor Régis Labeaume
and Corporation board chair Jean Leclerc with a replica of the
commemorative dollar at Québec City Hall.
On March 5, 2008, the Royal Canadian Mint announced the
introduction of a commemorative $2 coin. The work of Québec
jeweler Geneviève Bertrand, a total of six million of the coins
were struck and unveiled on May 7 at the World Ice Hockey
Championship in Québec City.
Denis Lemelin
The Royal Canadian Mint proof set
A limited edition collectors’ card was also released by the Royal
Canadian Mint. It showcased the commemorative $2 coin and a
collectors’ medallion and was designed to display the 2008 coins.
Gilles Fréchette
Poster of the commemorative $2 coin unveiled on May 7, 2008
Société du 400e
Air Canada Maple Leaf Lounge leaflet
Denis Lemelin
Mayor Régis Labeaume and Jean Leclerc receive a replica of the commemorative dollar coin from Marguerite Nadeau and Ghislain Harvey of the Royal
Canadian Mint.
Merchandising
May 16, 2008
“The 400th anniversary commemorative stamp pays tribute to the people who built Québec City, as well as the earlier
presence of the First Nations.” – Jean Leclerc, on the commemorative stamp and coin issued for the 400th anniversary
470
471
Stamp
As the Corporation planned the celebrations, it hoped that is
suing a postage stamp would raise the profile of Québec City’s
400th anniversary and generate economic spinoffs. In financial
year 2006–2007, discussions were held with Canada Post to
make this project a reality.
On May 16, 2008, Canada Post issued a 52¢ stamp to mark
Québec City’s 400th anniversary. It was the fifth and final one in
a five-year series on the French presence in North America that
began and ended in conjunction with France’s postal service,
La Poste. The stamp had a run of 2.5 million and paid tribute to
Champlain, who was featured hailing the aboriginals from his
ship, with his Habitation in the background.
To underscore the importance of the event, the Corporation’s
Hospitality Service was tasked with organizing a reception at
a press conference to mark the launch of the Canada Post stamp
in conjunction with France’s La Poste. Representatives from
Canada Post and its Stamp Advisory Committee, Québec City’s
stamp-collecting society, the Royal Philatelic Society of Canada,
France’s Consulate General in Québec City, the governments of
Québec and Canada, the City of Québec, the Corporation, and the
media were all present at a reception at the Québec Garrison
Club on May 16, 2008.
The 2008 philately program also led to other stamps being
issued for the 400th anniversary, notably for the World Ice Hockey
Championship and the 12th Francophonie Summit.
TELEVISION BROADCAST LICENSES
Christian Desjardins
David F. Blair (Société du 400e), Raymond Dion (City of Québec), and Serge Pitre
(Canada Post) at the unveiling of the commemorative stamp on May 16, 2008
Official Song
“Tant d’histoires,” (Light of My Soul) the official 400th anniversary
song, was unveiled on August 28, 2007, following a competition
described in the previous chapter. Due to growing popular demand, an audio file of the song and its score—commissioned in
fall 2007—were soon added to the MyQuebec2008.com website,
where they could be downloaded free of charge. Many choirs
from near and far put the song on their repertoire, and Alliance
des chorales de Québec performed a four-voice version of the
song at the group’s general assembly in July 2008.
The official song was used in various compilations, notably Kebek
par Québec by Groupe Sismique and Si Québec m’était chantée by
Musicor, which featured the official song in its original form sung
by composer Danny Boudreau. These compilations were distributed by Archambault and Espace 400e boutiques, among others.
A partnership agreement was signed with CBC/Radio-Canada
for Espace 400e, giving the state-owned broadcaster the status
of Major Partner and making it the only member of the media that
was allowed to set up production facilities onsite and broadcast
radio and television programs from the thick of the action.
At the same time, steps were taken to explore the revenue that
could potentially be earned by broadcasting 400th anniversary
productions and certain Associated Programming events.
Proposals from broadcasters were weighed up, beginning with a
proposal for the opening show. Sponsorship agreements were
signed for producing shows and recording events for television, no
tably for The Kickoff, Encounters, The Walking Road, Paris/Québec –
À travers la chanson, and the Paul McCartney and Céline Dion
concerts. A special look back at the festivities—Les 400 coups
de Québec:—was also broadcast at the end of the year.
Recording the main concerts for television spawned a series
of products such as Nos souvenirs du 400e, Québec 1608-2008.
This magnificent box set contained two DVDs and one CD and
was produced in conjunction with various producers of cultural
events as a souvenir of the spectacular celebrations that Québec
City enjoyed throughout its 400th anniversary year.
Société du 400e
Rencontres (Encounters) poster
The box set contained the following:
Fêtons nos 400 ans, a documentary, and 400 souvenirs en images,
a photo album, looking back at the events that marked 2008
in Québec City
Grands moments des festivités du 400e, which features excerpts
from the main productions, including The Kickoff, The 400 Year
Journey, The Image Mill, Encounters, Viens chanter ton histoire,
the Paul McCartney concert, Céline on the Plains, Paris/Québec –
À travers la chanson, and The Walking Road
Si Québec m’était chantée / 1608-2008, a compilation of 15 of
the best songs featuring Québec City
All in all, a great deal of hard work in terms of sponsorship
and merchandising enabled the Corporation to join forces with
some first rate partners in order to not only meet its financial
targets but also improve the services and programming available
to the public.
Canada Post
Commemorative stamp
Société du 400e
Danny Boudreau and Louis Mathieu, composer and author of the official
song, Tant d’histoires
Société du 400e
Nos souvenirs du 400 , Québec 1608-2008 box set
e
Merchandising
November 2008
“Québec City’s 400th anniversary now immortalized: the organizers of the biggest series of cultural events the city
has ever known have released a 400th anniversary boxed DVD set.” – Claude Giguère, Le Journal de Québec

a lasting legacy - Ville de Québec

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