News

Chaudière-Appalaches renews itself. Toujours À Vivre pour Vrai.

Published on 12 May 2025

On April 23, at its Grand rendez-vous touristique, Tourisme Chaudière-Appalaches (TCA) unveiled its new brand image, a redesigned website and a strong, unifying concept: the Chaudière-Liste. But at the heart of it all, one thing hasn’t changed: the promise of authenticity, human warmth and real experiences. Always À Vivre pour Vrai.

“This new brand platform has really struck a chord with our companies. It unites, it brings people together, and above all, it speaks the truth. That’s exactly what we want to convey to visitors,” says Odile Turgeon, TCA Marketing Director.

A reinvented identity, true to its essence

The slogan “À Vivre pour Vrai”, adopted in 2017, embodies the soul of the region: sincere encounters, real landscapes, human adventures. Today, it’s back with even greater force, marked by a simple period – the symbol of a promise that’s assumed, enduring and deeply rooted.

“We’re not selling a postcard, we’re inviting people to experience the region as we do ourselves: for real. We show the region as we love it, as we live it. And that’s exactly what touches people,” adds Ms. Turgeon.

The new visual identity is full of meaning:

A logo with undulating lines, inspired by both the Appalachian landscape and the Chaudière River;
A palette of warm, enveloping colors, reflecting the region’s authentic welcome;
A strong, unifying and accessible design, in the image of the people who make the Chaudière-Appalaches region tick.

La Chaudière-Liste: A list to live by, not to tick off

Not a bucket list. A Chaudière-Liste.

In this bold campaign, passers-by are invited to say YES to the unexpected. Selected at random, they leave their daily lives behind to experience a spontaneous adventure in the Chaudière-Appalaches region. Each mystery boiler reveals a surprising activity rooted in the region.

“Venez vivre votre Chaudière-Liste” offers a playful nod to the bucket list, while cleverly rooting the name of our region in visitors’ imaginations. It’s simple, powerful and memorable – just like the experiences we offer,” says Marketing Director Odile Turgeon.

The first actions will be deployed on May 19, 2025:

A brand awareness campaign broadcast on TV, radio and the Web;
A new website redesigned to inspire, simplify and engage visitors in real dialogue;
Videos with local guides sharing their favorites;
Regional personalities share their top experiences;
Concrete welcome tools to accompany those arriving without a plan, in search of spontaneity.

Thanks

Tourisme Chaudière-Appalaches would like to extend its warmest thanks to the partners who have shaped this renewal with accuracy and authenticity: Yvan Côté (creative strategy), Nova Film (Chaudière-Liste campaign), Raccourci (Web platform), Cynthia Arseneault (interactive design and mobile experience) and Galerie Studio (social media activations). It takes flair, heart and a healthy dose of authenticity to create a platform that speaks the truth.

About TCA

Tourisme Chaudière-Appalaches is a non-profit organization with over 500 members, acting as a regional leader in tourism development and promotion.

Key figures :

339 million in tourism spending
6,000 direct and indirect jobs