Prominent figures join forces for a recognition campaign paying tribute to the Montreal Heart Institute "Parce qu'on vous aime en vie!"

MONTREAL, May 7, 2013 /CNW Telbec/ - A number of leading Quebec personalities are joining together for an advertising campaign showcasing the Montreal Heart Institute (MHI) and its extensive expertise under the theme "Parce qu'on vous aime en vie!". Despite the MHI's outstanding international reputation, it remains one of Quebec's best-kept secrets. "For our entire team, the initiative by these leading Quebec figures and organizations is a vibrant testimony to the affection and pride that the Montreal Heart Institute inspires," said Dr. Jean-Claude Tardif, MCI Research Centre director.

With high profile ad placement the "Parce qu'on vous aime en vie!" campaign will run until August 2013 on buses and bus shelters, in newspapers, and on radio and television.

Montrealers will hear the voices and see the faces of numerous MHI ambassadors: Dr. Jean-Claude Tardif; Jean Rizzuto, a dedicated businessman and instigator of the movement; François Dumontier, president and CEO of Octane Racing Group Inc.; Pierre Lavoie, athlete and founder of the Grand défi Pierre Lavoie; Michel Therrien, coach of the Montreal Canadiens; the Right Honourable Jean Chrétien; the Right Honourable Brian Mulroney; Grégory Charles; Sylvie Bernier; France Chrétien Desmarais; Joannie Rochette; Diane Giard, National Bank; Michel Patry, HEC Montréal; Michal Hornstein; Nathalie Bondil, Montreal Museum of Fine Arts; and Daniel Lamarre.

The campaign has also received the support of the following partners: Cogeco Métromédia Plus, Quebecor Media (display), V Télé, Power Corporation, La Presse +, Cogeco Diffusion, Octane Strategies, Studio Mel's, and National Bank.

Dr. Jean-Claude Tardif sees the Montreal Heart Institute campaign as an opportunity to familiarize the public with the flagship institution. "Regardless of how old you are or where you come from, the Heart Institute is a Montreal gem that belongs to everybody," he summed up at the campaign launch. "We want to make it better known and spread our message of friendship, health, and prevention—because we like you alive."

Paying tribute to Jean Rizzuto who is at the origin of this initiative, Dr. Tardif stressed that "Mr. Rizzuto has always been committed to the MHI. In sharing his passion he has assembled a group of personalities from every walk of life, and who have all agreed to contribute their time and money to the success of this campaign. The MHI staff joins me in warmly thanking him for his exceptional commitment."

About the Montreal Heart Institute: www.icm-mhi.org.

Image with caption: "François Dumontier, president and CEO of Octane Racing Group Inc. in front of the bus decked out for the campaign (CNW Group/MONTREAL HEART INSTITUTE)". Image available at: http://photos.newswire.ca/images/download/20130507_C4545_PHOTO_EN_26475.jpg

Image with caption: "Left to right: Henri-Paul Rousseau, Power Corporation; Michel Lafrance, Transgesco; Claude Foisy, Videotron; Nathalie Bondil, Montreal Museum of Fine Arts; Pierre Lavoie, Grand défi Pierre Lavoie; François Dumontier, Octane Racing Group Inc.; Dr. Jean-Claude Tardif, MHI; Yves Dupré, Octane Strategies; Jean Rizzuto; Jean-François Rioux, Cogeco Métromédia Plus (CNW Group/MONTREAL HEART INSTITUTE)". Image available at: http://photos.newswire.ca/images/download/20130507_C4545_PHOTO_EN_26476.jpg

SOURCE: MONTREAL HEART INSTITUTE

For further information:

Vanessa Lyssan
514-266-5434
vlyssan@octanestrategies.com

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