Press releases

Roadside Stories captures Canadians' inspiring driving adventures

TORONTO, ON, June 15, 2017 belairdirect launches video series; encouraging more patience and understanding towards others on the road

Inspired by the diverse and unique experiences of real Canadian drivers, belairdirect has launched a series of videos that look at what driving means to them and encourages them to share the road ahead.

With more than 23 million vehicles on Canadian roads, it's no wonder driving can be quite an experience. Every person behind the wheel has a unique story and Roadside Stories celebrates this diversity.

belairdirect's Roadside Stories video series showcases the qualities and strengths Canadians bring to their daily lives, whether they are embarking on an adventure or conquering a challenge. Each video is driven by and evokes a core feeling including passion, adventure, courage, opportunity and diversity. United by the road, the video series demonstrates that it is the paths we take, that shape who we become.

Roadside Stories follows Canadians on the road and explores the feelings that drive them, including a vintage car collector from Vancouver who witnessed the evolution of driving, a Montreal couple who turned a career burnout into a life changing road trip across North America, and the journey of four Torontonian drivers who had to adapt to new driving habits and rules when they moved to Canada from different parts of the world.

"Our priority is to offer people peace of mind and we recognize that our role in Canadians' lives is to protect our drivers from the hassles of the road, so they can focus on getting where they need to go," said Marie-Pierre Leclerc, Interactive Marketing and Digital Platforms Manager at belairdirect. “The goal of these videos is to celebrate both the diversity and resilience of Canadian drivers, knowing that they each have their own unique story. We hope the videos will encourage the public to share the road, together."

The campaign will be housed on a dedicated landing page on belairdirect's website and will be promoted on YouTube and Facebook. The series launches this June with the first three of five videos. The remaining videos will launch this fall.

To access the full Roadside Stories experience, please visit:


Advertiser: belairdirect - Humberto Valencia, Marie-Pierre Leclerc, Julie Dagenais
Production house: DAVAÏ Production d'images
Sound: Audio Z
Media: Konversion

About belairdirect

Founded in Quebec in 1955, belairdirect provides car and home insurance products directly to consumers. It currently employs more than 1,600 people. The company offers a simple but complete solution, allowing customers to communicate with an agent by phone, online or in person through its network of branches. belairdirect was the first property and casualty insurer in North America to sell car insurance products online (, attesting to the company's innovative character. belairdirect is a subsidiary of Intact Financial Corporation, the largest provider of property and casualty insurance in Canada (TSX : IFC - For more information, please visit or follow belairdirect on Facebook page, Instagram page and Twitter.

For further information:
Jennifer Beck
External Communications
416-250-7720 ext. 47717

1 844 495.7607 Mondays to Fridays from 8:30a.m to 5p.m
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