Tourisme Montr'eal Reveals Plans

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. October 14, 2008

MONTREAL, Canada, April 5, 2006. Tourisme Montr'eal has unveiled its new creative platform that will be featured in all its promotional and advertising initiatives, and has announced unprecedented investments in the promotion of tourism and business travel to Montr'eal.

In the coming year, Tourisme Montr'eal and its partners will invest over $23 million in an advertising campaign that targets several markets. In keeping with the new strategy, promotional and hospitality materials have also been completely redesigned.

Brand Image: a key component of the strategic orientations for 2005-2010

"The new advertising campaign we are implementing is in keeping with the overall strategic plan that Tourisme Montr'eal developed for 2005-2010," said Charles Lapointe, president and CEO of Tourisme Montr'eal. In addition to portraying Montr'eal in a more contemporary light, our new creative platform will make the tourist experience more tangible and immediate. Each targeted market segment will have its relevant messaging and campaign developed to fit with its geographical identity. We hope that these approaches will result in enhanced awareness of our destination and incite an increased number of travel commitments," Mr. Lapointe concluded.

Reflecting the reality of contrasts that is Montr'eal

The creative approach used for the tourism and business travel markets transcends the existing brand image. Reflecting the contrasting nature of Montr'eal, the creative platform emphasizes that the city is a unique juxtaposition of European and North American cultures. It also highlights the fact that Montr'eal is where sensuality, gourmet dining, and romanticism blend seamlessly with efficiency, dynamism and tolerance. By focusing on the dynamism of the passion and joie de vivre that are signature elements of the Montr'eal experience, this approach stands out from other advertising. As part of its campaign, developed in conjunction with the agency Diesel, the destination's unique logos-the lips and use of the expression "`a la"-have been rendered more contemporary and relevant for today's market.

New promotion and hospitality tools

Tourisme Montr'eal has completely redesigned its promotion and hospitality tools, in keeping with this new campaign, in cooperation with its new publisher EFF Communication Marketing. The Official Montr'eal Tourist Guide now includes comprehensive information on accommodations, restaurants, shopping, attractions and maps, and will be published annually.

The Calendar of Events will now be published bi-monthly.

"More attractive and user-friendly than ever, our new tourism promotion and information tools will encourage visitors to prolong their stay in Montr'eal, or may even convince them to choose Montr'eal in the first place," Mr. Lapointe noted.

Annual investment of over $23 million targeting various markets As of April 15, 2006, all promotional, advertising and tourist information intended for Tourisme Montr'eal's markets will bear the new colours of the Montr'eal destination. The creative platform unveiled today will be launched in Canadian and North American markets, as well as at new clienteles and markets like Mexico and Europe, in particular France and the United Kingdom.

During the next year, Tourisme Montr'eal and its partners plan to invest over $23 million in these markets to promote tourism and business travel. "This investment will better equip Montr'eal to face increasingly fierce competition and counter the drop in the number of American tourists that Canada has experienced since the early 2000s, a decrease that may continue with the advent of an obligatory passport," Mr. Lapointe said.