In the ever-evolving landscape of Canadian communications, nuance matters more than ever. At bicom, we believe that to speak to Canadians effectively, you need more than just a national lens, you need a cultural compass.
When people think of Canada, they often picture one big, unified market. But anyone who has worked in PR or marketing here knows that’s not quite the case. Especially when it comes to Quebec and English-speaking Canada, the differences in culture, media, and even everyday language are too important to ignore. That’s why a bi-territorial approach, one that takes both Quebec and English Canada into account, is essential.
More than just translation
Long gone are the days when Canadian marketers assumed that a simple translation of a press release or a campaign tagline from English to French would do the trick in Quebec. I still remember a client once suggesting we ‘just translate’ – my team had some hard time explaining why that could backfire in a heartbeat. A word or slogan that feels natural in English may come across as flat or even awkward in French if translated word-for-word. Language is layered with meaning and in order to truly connect, the message needs to be adapted, not just translated. This adaption would be based on many factors, but most importantly, on cultural nuances that can only be seized by a team on the ground, the ‘insiders’. Deep connection to the cultural pulse of both Quebec and English Canada territory (which is a mosaic of its own culturally unique regions) is key to understanding the market and its audiences. Tailoring campaigns to reflect local realities not only shows respect but earns trust!
Strike a trans(pose)
The zeitgeist in Quebec is not the same as in English Canada. A TV show, celebrity, or news story that’s trending on Queen Street may not even make waves on Boulevard St-Laurent and vice versa. Not to mention that Quebec media landscape is smaller, tighter-knit, and heavily followed by locals, while English Canada, by contrast, is more spread out and requires a different kind of relationship-building. What would set the good PR team apart is the ability to navigate and bridge both cultural narratives. The campaigns that are transposed – adapted in tone, rhythm, and relevance – are those that win most in a country as diverse as Canada.
Success story: dual-market product launch
Earlier this year, bicom supported the national launch of a French clean beauty brand entering both Quebec and English Canada. In Quebec, we leveraged local influencers who spoke to heritage, simplicity, and ingredient sourcing as these are the values that resonate deeply in the province. In Toronto and Vancouver, however, we pivoted the storytelling to highlight performance, inclusivity, and wellness culture. The result? The campaign earned top-tier coverage and tangibly contributed to real sales spikes in both markets – proof that bi-territorial nuanced communications isn’t just a nice-to-have, it’s an essential to drive growth.
As the world around us and our industry continue to globalize, we strongly believe that a localized, bi-territorial approach stands out as a model for how agencies can be both immersed and receptive. For brands who want to really win, it means investing in understanding each territory, crafting narratives that fit, and ensuring the execution feels intentional. In the end, success in Canadian PR comes down to listening. Listening to language, to culture, and to people where they are. It’s this blend of local expertise and national scope that allows us together to create PR strategies that make waves!
