Montreal, July 23, 2020 – Tourisme Montréal, in collaboration with its agencies lg2, Touché! and Cossette, has sounded a rallying cry inviting all Montrealers to vacation in the city this summer. The first campaign of the season aims to “jump-start summer” and all of life’s pleasures, speaking directly to the city’s residents and tourism industry stakeholders. Deployed several days ago, the initiative invites Montrealers to pull together and participate in the relaunch of the city’s economy. The messages will resonate with all citizens, who can join the wave of this important and timely movement.
“Asked to contribute on several mandates with us, the three agencies behind the relaunch strategy worked collaboratively to jump-start the pleasures of life, a sense of discovery and the city itself. It’s inspiring to see all our partners work towards a single goal, and Montrealers can only respond in kind. Together, let’s relaunch tourism in our wonderful city. As Montrealers, we are all part of the solution,” stated Emmanuelle Legault, Vice-President, Marketing and Strategy, at Tourisme Montréal.
A multi-platform communication campaign
Spanning large-format and digital OOH throughout the city, stencilled slogans painted in over 150 locations in the city, a video inviting Montrealers to relaunch the summer, full-page screens, impactful formats and content partnerships in LaPresse+ and Lapresse.ca, along with Stories and stickers on Instagram, the communication campaign launched at the start of July and will energize the city for several more weeks.
A strategy that puts local media first
As every Montrealer is part of the solution, the campaign is being deployed in a flexible and inclusive way to adapt to all Montrealers and their changing state of mind. A real-time “Montreal relaunch” index capturing the interest of target groups was created in order to better understand the profiles of those who are the most likely to invest in helping to relaunch their city. The initiative was made possible thanks to local media companies Québecor, LaPresse, Publicité Sauvage and ICI Radio-Canada.
A new transactional platform
Drawing on Tourisme Montréal’s expertise in promoting tourist attractions, the digital ecosystem was transformed to reflect the specific needs of Montrealers, allowing them to rediscover all that their city has to offer. The mtl.org platform is now THE destination for Montrealers looking for information on what to do in their own backyard or who want to take advantage of a complete series of themed offers – found in the summer Passeport MTL – specially created for them.
Never before have so many stakeholders from the Montreal tourism industry come together on the same platform. This common front makes mtl.org a powerful tool to support the city’s economic relaunch.
Marie-Luce Ouellet
Brand Manager, lg2
Cell: 514 586-2564
marie-luce.ouellet@lg2.com