Parc national de Miguasha

Parc national de Miguasha, a proud member of Sépaq and a UNESCO World Heritage Site.

CONTEXT
In 2023, the Parc national de Miguasha team has developed a new learning sequence based on the world of paleontology and aimed at 3rd grade primary school classes: Hard to be a fossil.

CLIENT SINCE
2024

VISIT

sepaq.com/pq/mig

INDUSTRY

  • Tourisme

CLIENTELE

  • B2C

SERVICES

  • Advertising
  • Digital marketing campaigns (SEM)
  • Marketing strategy and plan

Objectives

To promote a new popular science activity on paleontology to 2nd cycle primary school teachers, with the aim of attracting as many registrations as possible.

CHALLENGES

  • Very large geographical area to cover, i.e., all of Quebec.
  • No advertising history on Facebook, which meant starting from scratch for the advertising structure.
  • The launch of the activity went unnoticed, as it took place in the fall, at the same time as the teachers’ strike.

Strategy used

  • Target based on interests (education, paleontology, school) and job types (teachers).
  • Make the activity free for a limited time.
  • Use colorful visuals to highlight the theme of the activity.
  • Simplify the registration process.

Results

3.2%

click-through rate (CTR), compared to 0.7% for the industry.

12

Return on advertising investment (ROAS) of 12. For every dollar spent, $12 in revenue was generated.

250

inquiries generated in 31 days..

How did we achieve our goal?

  • An integrated Meta form to facilitate requests for information.
  • Launched a month-long campaign to increase registration requests for the activity.

A look at a satisfied customer

« Great working relationship with Standish! A dynamic team that’s enthusiastic about helping us with our projects and provides quality, personalized, and very responsive service. The results have excedeed our expectations! »
Parc national miguasha