“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.”
Vice-President, 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.
The We’ve got balls campaign showed off Montreal’s daring nature and open-arm welcome for the LGBTQ+ community. To celebrate the famous 18 Shades of Gay art installation of colourful balls that dangled over Sainte-Catherine Street for over 10 years, the creative execution showcased the city’s most popular round icons.
The campaign favoured high-impact media, dominating the Toronto metro and New York bus shelters and billboards, with a strong digital presence in San Francisco. Digital content featuring Montreal’s finest spheres, such as the Orange Julep, the Olympic Stadium and the Ferris Wheel, was also developed.
Tourisme Montréal is 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.