“There is a one-of-a-kind creative energy in Montreal. And it’s this contagious energy that we injected into the heart of the brand platform.”
- Emmanuelle Legault, VP of marketing and strategy, Tourisme Montréal
You don’t visit Montreal. You live it. Its unique energy is expressed through an openness to the world and the creativity that infuses each experience. Montrealers see their city as a giant playground where anything is possible. And what can seem ordinary such as a nondescript space becomes an opportunity to create an extraordinary experience.
When you’re asked to promote a product like Montreal, you need a creative platform that stands out and, above all, is flexible enough to showcase all the new experiences the city offers.
What people are saying about Montreal
Content for all platforms
Un coup d’éclat pour le marché LGBTQ+
The "We've got balls" campaign showed the bold side of Montreal and its welcoming attitude to the LGBTQ+ community. As a tribute to the work “18 shades of gay” and its famous coloured balls that formed a canopy over a section of Saint-Catherine Street for more than 10 years, the offensive showcased these beloved iconic globes.
High-impact media was used, notably with a takeover of the Toronto subway and bus shelters, along with urban signs in New York and a digital presence in San Francisco. Also, digital content was developed featuring other beautiful spheres of Montreal, such as the Orange Julep, Olympic Stadium and the city’s Ferris wheel.
A bold and cheeky message for the LGBTQ+ market
Fertile ground for business
The playground positioning resonates strongly for the conference and event industry, where innovation and creativity contribute to elevating both attendees’ experience and organizers’ bottom line. To engage participants during certain major meetings held by event organizers, we designed a fun and original booth in the city’s colours.
The booth generated so much enthusiasm and attention from the moment it was unveiled that attendance to all the meetings filled up in less than a day.
An umbrella organization that works to promote and develop the Montréal and Québec tourist offerings, a key industry for the province, in collaboration with over 900 members and partners, all players and leaders in the tourism industry.