QUÉBEC CITY, Jan. 17, 2018 /CNW Telbec/ - Sépaq is unveiling the results of the attractiveness and accessibility strategies put forward over the last few years, as well as a renewed strategic vision and a new brand image.

Logo: Société des établissements de plein air du Québec (CNW Group/Société des établissements de plein air du Québec)

Innovative strategies and spectacular results

Over the last three years, Sépaq has rolled out renewed offers in response to the changing needs of its visitors. Innovation and creativity have been at the heart of all these strategies, in terms of activities, services, packages, facilities, and accommodations. More specifically, the Family Experience has provided packages and material tailored for the youngest visitors, along with free access and equipment for children 17 and under. A pilot project has also enabled three establishments of the network to provide access to dogs. New types of cabins have emerged, such as the EXP. and Echo cabins, as well as the brand-new ready-to-camp Étoile, entirely designed by the Sépaq team.

Turning to fishing, made-to-measure packages were offered to young people and families, while as regards moose hunting and at Anticosti, services and facilities were improved so as to provide an unparalleled experience for one and all. Finally, a winter strategy consolidated the network's offer, thus encouraging Quebecers to enjoy the pleasures of winter more than ever before.

The response of the visitors was not long in coming all across the Sépaq network:

  • A record-breaking 7.2 million visit days in 2016-17
  • An increase of 23% in 2 years
  • A 46% increase in children over the past 2 years in national parks for the summer season
  • A 15% increase in new anglers in one year
  • A strong presence of new moose hunters in 2017, with 31% of participants taking part in Sépaq draws for the very first time

A renewed vision

Nearly 80% of Quebecers live in urban areas. However, urbanization and the pace of life of modern societies lead to a loss of contact with nature and ecosystems. Described as a nature deficit, this phenomenon deprives the population of the many benefits offered by natural areas, in terms of both health and well-being. As a crown corporation and Québec's largest outdoor network, Sépaq is particularly concerned by this situation.

"The organization intends to play a positive and committed role in society by aiming to connect even more people to nature, especially young people and families. We leverage our skills by crafting outdoor experiences to create unique encounters that will allow citizens to recharge their batteries at the heart of our natural territories and enjoy the many benefits that are derived from them," said John MacKay, Sépaq's president and CEO.

Ambitious new goals

Building on its successes, Sépaq has set ambitious new goals to continue its momentum and encourage citizens to reconnect with their natural spaces while ensuring their conservation and enhancement.

In this regard, by 2022, the organization intends to

  • Design innovative new products or services each and every year
  • Implement a customer recognition and loyalty program
  • Bring young people closer to nature through innovative incentives
  • Exceed a 35% visitation increase
  • Reach a 25% rate of new customers
  • Implement a plan to reduce the organization's environmental footprint
  • Increase the protection of wildlife reserves
  • Maintain or improve the overall result of the environmental indicators for each national park
  • Continue its leadership in the protection of Québec's biodiversity

A new-brand trademark image

Sépaq is taking this opportunity to revamp and unveil its new, more modern and appealing brand image, which will be more likely to inspire Quebecers' pride in their network of outdoor destinations. After 33 years, the old logo is giving way to a successor that better represents the identity of Sépaq and the passion of its visitors for nature.

To view the launch video and the new logo, visit www.sepaq.com/organisation/nouvelle-identite-visuelle.dot


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Last update: January 17, 2018