Bonjour Québec Pulls Cold Plunge Series After Social-First PR Retraction

Bonjour Québec asked outlets to disregard a promotional release that had announced a short-form interview series called "Cold Plunge," hosted by Sébastien Toutant and billed in the release as "the world's coldest interviews." The promotional copy said guests would "must bare it all while they bear a cold plunge for at least five minutes in 46°F / 8°C water" and that the first of three episodes had launched on Instagram at @travelinquebecfromabroad.

In its retraction Bonjour Québec wrote: "/DISREGARD RELEASE: Bonjour Québec/ The news release titled 'BONJOUR QUÉBEC INTRODUCES SOCIAL-FIRST INTERVIEW SERIES "COLD PLUNGE", ENCOURAGING GUESTS TO BARE IT ALL' issued 16-Feb-2026 is being retracted and should be disregarded. It was distributed in error or contained information that is no longer accurate." The retraction language in the agency's notice left no additional explanation for the error.

The original promotional copy described Toutant as a high-profile host, calling him an Olympic Gold Medalist and multiple-time X Games Medalist and World Champion, and positioned Cold Plunge as an extension of Bonjour Québec’s Winterapy campaign. The Winterapy copy read in full: "offers visitors a source of joy, renewal and holistic wellness across one of the most diverse landscapes in North America. From crisp days spent on the slopes or snowshoeing through a tranquil forest, to a relaxing contrast therapy session in nature at one of the many Nordic spas across the province, and fireside moments in rustic chalets, Québec invites visitors to savor the simple pleasures of the season and experience the restorative benefits of time spent outdoors." The promotional text also directed viewers to Bonjour Québec’s social channels and to follow Toutant on TikTok.

Timing and distribution records are inconsistent across feeds. Bonjour Québec’s promotional text carried a Montréal dateline and a timestamp of Feb. 18, 2026; other distributors showed the item circulating as early as Feb. 16 and listed the project as scheduled for Feb. 18. One republished version included the line "The inaugural special guests include:" but the list of names is not present in the material that circulated, and no guest names appear in the retraction.

Key production details remain unconfirmed: the release named three episodes and three "internationally acclaimed Québécois" guests, specified 46°F / 8°C water and a minimum five-minute immersion, but did not identify the inaugural guests, filming locations beyond Montréal, or whether any episodes were posted before the retraction. Promotional metadata included a contact number listed with the release as 888-776-0942.

If you want the clips or the guest roster verified, check Instagram @travelinquebecfromabroad, Bonjour Québec’s Facebook and YouTube channels, and Sébastien Toutant’s TikTok for any posts or takedown notices; as of the retraction Bonjour Québec has not published a follow-up statement clarifying whether the Cold Plunge campaign will be revised or relaunched.