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Tourism communication: 100 Montrealers film their city at the same time

Publié le : 25 mai 2022 à 07:17
Dernière mise à jour : 7 novembre 2022 à 18:14
Par Anne Revol

As the summer season approaches, Tourisme Montréal has called on its residents to create its film promoting tourism in the city.

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“It’s the people who make Montreal come alive. That’s why we asked 100 Montrealers to all film their city at 5 p.m. on the same day”, says the voiceover of the video posted online on May 6 by Tourisme Montréal. Rather than making its own or commissioning a new film, the city’s tourist organisation and the lg2 agency decided to let tourists discover the countless experiences the city has to offer through the eyes of the people who live there.

“This is certainly a first in #pubcomm #terrmark and #tourism”, says Marc Thébault, a consultant in territorial marketing and public communication and former head of Caen-la-Mer’s attractiveness programme, who spotted the initiative on social media with other communicators. A succession of 100 people, 100 experiences and 100 moments are set to the music of Alexandra Stréliski, who plays piano live from the viewing deck on Mount Royal, then to the sound of a show by Valaire at the Village au Pied-du-Courant. The sequence of images provides an authentic insight into Montreal’s diversity.

“This campaign was supposed to be rolled out in 2020. It was already a beautiful piece, but it takes on an even more powerful meaning today, at a time when we’re rediscovering how to live life in Montreal to the full and welcoming back visitors. This video is like diving into a moment of happiness, a moment from life captured on the fly. It’s a campaign that manages to encapsulate what we can’t describe in words and why we love Montreal so much”, explains Marilou Aubin, partner and creative vice-president at lg2.

The campaign is being rolled out internationally, including in France on the internet and in cinemas since mid-April. The United States follows, with a strong online presence and high-impact billboards, such as those in New York’s legendary Times Square. In just over two weeks, the film has had over 3.2 million views on YouTube.