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Toboggan: in tune with winter

“The speed at which the entire lg2 team got up and running still amazes me. They’re so agile, they knew how to support us while the brand and its tools were being developed in parallel. Today, we have created a coherent whole that has made the desired impact. And we can say, mission accomplished.”

Samantha McKinley

Director of Communications, E3 Events

For nearly 10 years, New Year’s Eve has been celebrated on the Grande Allée in Quebec City. In 2019, this landmark year-end event, organized by 3E évènement-expérience-émotion since 2012, needed to renew its offer by increasing the scope of the project. To convince tourists to attend Toboggan during their visit to Quebec City and to consolidate visits to its premises, 3E wanted to enhance its proven solid programming and revamp its presentation to attract even more attention.

That’s why 3E asked lg2 to create a name for this must-see event and give it a distinctive, perennial brand platform to increase its international appeal, while still attracting locals to this de rigueur winter event.

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Toboggan: rocking the snow

Toboggan is an Algonquin word synonymous with winter fun, so it was a natural name for the event. Every winter, Quebecers soar down snowy slopes on their toboggans and sleds for some outdoor fun, and this festival evokes the same qualities: a blend of winter wonder and musical magic to whisk festival-goers away to a harmonious world of fun.

To capture the vibe of outdoor winter shows, the brand platform is inspired by the colours, shapes and features of Quebec City in the cold. The musical waves recall the ups and downs of a toboggan run. And with its blend of pleasure and beauty, Toboggan’s simple, dynamic image is definitely distinctive.

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A runaway hit 

Toboggan takes off in the midst of a relatively busy tourist season in Quebec City. Nearly one-third of the festival-goers are tourists, according to statistics from December 28 to 31, 2019. With over 65% of visitors from the region in 2019, the event had clearly become a bonafide success with the locals. What’s more, the majority of artists participating in the event in 2019 were very satisfied with their visit and with the quality of the event’s organization, both of which will enhance Toboggan’s international reputation for future editions.


3E évènement-expérience-émotion’s objective is to benefit from the expertise of the team behind the Festival d’été de Québec to stage various mandates in the cultural and event fields.