The six Media Co-ops representing regional news in Quebec and Eastern Ontario—Le Droit, Le Nouvelliste, Le Quotidien, Le Soleil, La Tribune, and La Voix de l’Est—recently launched a major advertising campaign for summer 2021. Members of the Coopérative nationale de l’information indépendante (CN2i), these Media Co-ops mandated Larouche to highlight the importance of staying informed during the summer season. The agency developed a new slogan for the campaign: Nouvel été, nouvelles de l’été. As part of the second phase of promoting digital subscriptions for these Media Co-ops, the campaign was deployed across web platforms and traditional media throughout the entire summer to drive audience engagement.
