Embrace the Vibe: Discover the Chaleur Region

Abstract – Embrace the Vibe: Discover the Chaleur Region

The “Embrace the Vibe” promotional video redefines how the Chaleur Region is experienced, transforming it from a passive, drive-through space into an active, must-stop destination. Created to invigorate tourism marketing with a youthful and dynamic tone, this video marks a bold departure from traditional, slower-paced promotional media. It champions the Chaleur Region as a place to play, connect, and explore that targets young families and couples who seek vibrant, accessible adventures.

With a runtime of 1 minute and 07 seconds, the video immerses viewers in high-energy footage of beaches, rivers, trails, fishing, boating, golfing, and local events amplified by an upbeat soundtrack. It unfolds through key themes drawn from the bilingual visitor guide: Excursion, Relaxation, Trails, Revitalize, Earth & Water in Harmony, Cultural Immersion, Adventure, and Local Flavor. These segments capture the summer’s energy while also delivering a year-round, well-rounded vision of the region’s appeal.

The video reinforces and links seamlessly to the accompanying Visitor Guide and Tourism Website, both of which enable deeper trip planning with filters for personal interests, local businesses, and seasonal recommendations. The result is a frictionless, digital-first experience that meets users where they are—on mobile, on social, and ready to explore.

Sustainability is embedded in every layer—from messaging to production. The campaign highlights low-impact recreational activities, Acadian culture, regional music festivals, and the talents of local artisans and eateries. Produced with a compact digital crew of two, it reflects a nimble and resource-conscious approach to storytelling.

The project aims to increase the average visitor stay, drive visitation among Gen Y and Z travelers, boost off-season engagement, and reposition the Chaleur Region as a destination rather than a transit corridor—outcomes that early results suggest are already in motion.

Key challenges included overcoming legacy perceptions of the region as quiet or underwhelming. The strategy leaned into speed, motion, kinetic movement, text, and vibrant aesthetics. To preserve bilingual integrity while enhancing visual cohesion, separate English and French versions were produced instead of a single alternating cut. A flexible one-week shoot schedule and extensive B-roll capture ensured weather-resilient footage.

“Embrace the Vibe” exemplifies what’s possible when modern tourism marketing meets community-rooted storytelling. It invites a new generation to see the Chaleur Region not just as a destination—but as an experience waiting to be lived.