How Tourisme Laval shined a spotlight on its destination with Stellar

To boost visibility during the spring season, Tourisme Laval launched a 100% organic influencer campaign featuring local creators. Thanks to Stellar, the team was able to centralize content, track performance in real time, and better showcase the results of the activation.

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#Objectives

#Campaign

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Tourisme Laval

Ambassador of a unique Québec destination

A leading association in Québec’s tourism industry, Tourisme Laval is the official promotional organization for this dynamic region located just north of Montréal. With a team of passionate tourism professionals, the organization plays a key role in uniting its members and partners.

Its mission revolves around three core pillars: developing Laval as a prime tourist destination, showing leadership in welcoming visitors, and promoting the region’s many attractions with a focus on sustainable development.

Tourisme Laval showcases a diverse tourism offer that seamlessly blends nature, culture, entertainment, and gastronomy. From the serenity of Parc de la Rivière-des-Mille-Îles to space exploration at the Cosmodôme, and through the richness of local festivals, the organization is committed to creating a real impact on the visitor experience and the region’s economic growth.

Objectives

Transforming Laval’s image through the authentic lens of content creators

The “Influence Création” campaign reflected Tourisme Laval’s bold vision: transforming perceptions of this Québec destination during the spring season. Without any paid content, the organization embraced authenticity by handing over its storytelling to 18 content creators with diverse profiles.

Through this initiative, Tourisme Laval pursued several strategic objectives:

Create organic reach in Greater Montréal by generating meaningful visibility for Laval’s tourist attractions.
Multiply perspectives by engaging creators from various niches (family, couples, food, outdoors, lifestyle) to showcase the richness of the offer.
Foster authentic engagement from online communities rather than simple impressions, with inspiring and credible content.
Build a reusable visual asset library for Tourisme Laval’s various communication platforms.

Using Stellar helped structure the approach by offering detailed tracking of key indicators (impressions, engagement, clicks) and a global view of the campaign’s performance. The platform played a key role in assessing each creator’s impact and continuously optimizing the strategy.

Campaign

Each piece of shared content helped create a sensitive, sincere, and modern portrait of the destination, generating genuine digital word-of-mouth. Stories, reels, TikTok posts or immersive photos… the formats were varied, but the message was clear: between surprising nature, urban pleasures, and unexpected experiences, Laval is a getaway to explore without delay.

The campaign’s visibility had real effects on the ground. The buzz generated was so strong that many internet users believed the annual InfluenceCréation Gala, scheduled to take place in Montréal… was being held in Laval!

Faced with this unexpected enthusiasm, Tourisme Laval contacted the organizers… and the event will finally take place in Laval this year. A tangible proof of impact, beyond the screen.

Campaign key figures:

Social platforms used:

Results

A campaign that made a mark

Thanks to the Stellar platform, Tourisme Laval was able to centralize and analyze the results of its campaign in real time, despite using no sponsored content. The performance achieved demonstrates strong interest in the destination:

When visibility drives action:

Beyond the metrics, the campaign actively influenced the perception of Laval. The online buzz was so strong that the InfluenceCréation Gala – originally planned in Montréal – will ultimately take place in Laval, driven by the momentum created by the campaign. A symbolic decision that shows how a well-executed strategy can turn awareness into real opportunity.

How did Stellar help Tourisme Laval achieve its goals?

To coordinate a multi-faceted campaign during the spring season, Tourisme Laval relied on Stellar to centralize, track, and analyze all actions carried out by content creators. The platform provided a clear and up-to-date view of performance, while simplifying day-to-day operational monitoring.

Real-time result tracking: Each piece of content was automatically detected by Stellar, allowing the team to track impressions, clicks and engagement rates as soon as it was published. This instant tracking enabled the team to adjust strategy when needed and quickly highlight the results achieved.
Measuring true audience engagement: Data provided by Stellar helped identify the most engaging posts, understand audience preferences, and highlight top-performing profiles for future partnerships.
Performance consolidation: The tool simplified the creation of a detailed final report gathering all produced content, key stats and actionable insights. This document made internal sharing easier and strengthened the visibility of the campaign’s impact.
A strategic asset for future actions: Beyond campaign tracking, Stellar enabled Tourisme Laval to nurture its strategic thinking. The analyzed indicators helped better understand audience behavior, highlight the most effective formats, and identify optimization levers for future activations.

In summary, Stellar was more than a measurement tool: it was a true partner in the campaign’s success.

Automatic content tracking, to leave nothing behind

Thanks to Stellar’s automatic detection, Tourisme Laval could instantly spot all content published by creators as soon as a campaign-related hashtag or mention was used. No need to manually search for posts anymore: each story, reel or post was automatically centralized on the platform. A true time-saver that allowed the team to monitor the campaign day by day, quickly highlight publications, and optimize online interactions.

“Stellar saved us a considerable amount of time and gave us a consolidated view of performance. The automated tracking and quality of the final report really simplified the analysis and added value to the campaign.”

Marie-Josée BougieSenior Advisor – Media & Member Relations

Accompanied with love by Stellar

Tourisme Laval made full use of Stellar to authentically showcase its region. Their human and strategic approach highlights the full potential of our platform when it’s in the right hands. Working with such a committed and passionate team was truly a pleasure for us.