Let Your Playful Side Free in Tourisme Montréal Spot

As the summer season gets underway, Tourisme Montréal continues its collaboration with LG2 and has launched a new communications platform that embodies the destination's positioning with the tagline: Your playful side awaits. Already in circulation in English-speaking markets in Canada, the US and Europe, the platform is available in English and French online, on connected TV and on outdoor advertising. At the heart of this platform is the pleasure that only the energy of Montreal can bring to its visitors.

“Montreal is truly a wide open playground, and that's what we wanted to demonstrate with this platform that comes to life through visitors' own experience. The city and its unique energy have this capacity to bring out the best in everyone.” said Sylvie Charette, chief marketing officer, Tourisme Montréal

In the various executions, the surprise of what Montreal awakens in us is shown through the eyes of the people who experience it. The video's soundtrack was created by none other than renowned producer and beatmaker Vlooper, who masterfully revisited Nicole Martin's colourful song, 'Comme il fait beau aujourd'hui.' Musically, past and present meet to highlight the unique, vibrant and entertaining side of Montreal. In the photography, candid moments reveal visitors caught in the act of joy in amusing scenes and others playing trompe-l'oeil with the urban landscape. The whole platform is designed to be both authentic and human, showing the real open-air playground that the metropolis embodies.

“Montreal is a vibrant city that encourages you to let loose and get crazy, especially during the summer. To show just how much it awakens an unsuspected side in us, we featured people who, upon contact with the metropolis, are literally swept away by the fun.” said Vanessa Harbec, copywriter, LG2.

'Your playful side awaits' runs until the end of August, and will evolve into new executions for the 2024-2025 winter season in Tourisme Montréal's target North American and European markets. Since its launch, the video has accumulated over 34M views globally.

Making a French Connection

Tourisme Montréal has been making an extended push in the European market this year. Prior to launching its new platform, together with LG2 the organisation got in on the Paris 2024 action with a public appeal that the Olympic torch should pass through Montreal. With more than 65,000 French residents in Montreal today, and the historic relationship between Quebec and France, a 60-second video was launched begging the question: why not include the city in the torch relay?

In an enthusiastic and humorous plea, Tourisme Montréal proposes that the Olympic Torch Relay come to Montreal while showcasing all the attractions the metropolis has to offer during the summer season. The French-language publicity stunt was launched in Europe at the beginning of May with a landing page.