Le Massif de Charlevoix: A new brand identity in the image of the
destination's soul and spirit

QUÉBEC CITY, Oct. 14 /CNW Telbec/ - President and general manager of Groupe Le Massif, Daniel Gauthier, revealed today in a press conference the brand identity of his project: Le Massif de Charlevoix. In the image of the four-season tourism and recreation destination that will span between river and mountains, the project wants to be authentic, evolutionary and pretention-free.

"We have preferred a simple, evocative name that leads back to the very essence of the project," mentioned Daniel Gauthier, as he expressed wanting "to do something different - reinventing new ways of doing things and ways of thinking - for the project to become a model of sustainable development, on both the human and the environmental scale."

Inspired by the Soul and Spirit of the Locale

Until recently known as Territoire Le Massif, the project's new name regroups three environments, namely La Montagne, La Ferme and Le Train, and finds its inspiration from the destination's personality.

"Le Massif de Charlevoix is a name that is banking on the reputation of Le Massif as it is know today, but also on Charlevoix, a region that enjoys considerable fame on the national and international scenes," Gauthier pointed out, whose wish is to not only ensure the sustainability of the ski area, but to also contribute to Charlevoix's success on social, economic and tourism related spheres.

Reinventing Ways of Communicating

Developed by Taxi advertising agency, the new visual identity is intriguing and universal, in the image of the territory of creativity and freedom at the heart of which visitors will be called upon to live experiences that will awaken their senses. "It is the fruit of several years of reflection and a creation process inspired by this unusual project, where it was necessary for us to reinvent our ways of doing things as well," mentioned with a hint of a smile Frédéric Gonzalo, vice-president, marketing and communications at Groupe Le Massif.

Gonzalo presented Sens, Le Massif de Charlevoix Magazine, designed by YQB Media and highlighting the Charlevoix art of living, prior to offering a preview of the new experiential website created by interactive branding agency CloudRaker, which is due online in November. With on its home page a 360degrees image of unprecedented realism uncannily recreating the vast territory upon which the project's three environments integrate as one, the Massif de Charlevoix experience is brought to life thanks to countless video clips.

Le Massif de Charlevoix

Le Massif de Charlevoix is a tourism and recreation project representing a $230M investment between now and 2013. Beyond Le Massif Ski Area, this original project spans from Baie-Saint-Paul to Petite-Rivière-Saint-François in the Charlevoix. Notwithstanding the touring train and rail shuttle, the on-territory offer includes close to 400 lodging units, of which a 150-room bioclimatic hotel as well as a 500-seat multifunctional venue. The site is destined to become a genuine experimental laboratory for tourists.

To view the entire press conference, click here.


For further information: For further information: Isabelle Vallée, Public Relations - Groupe Le Massif, (418) 932-4023, ivallee@lemassif.com

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