Need a Little Something on the Side? Craving a Quickie? It's OK to Cheat...On
Your City

Survey reveals more than half of Montréal residents won't admit their affairs with Toronto. Find out how Montrealers can confess their sins TODAY!

MONTREAL, May 17 /CNW/ - Ah, Montréal. With our world renowned festivals and nightlife, our heroic, amazing Habs, our rich heritage with Old Montréal and our international restaurants, there's so much to love. But sometimes, well...it's hard to resist temptation, particularly when Toronto beckons for a quickie just down the 401.

Yes, it's true - Montréal harbours a secret affection for Toronto. According to a new survey conducted by Ipsos Reid on behalf of Tourisme Montréal and Tourism Toronto, Montrealers love to cheat on their city à la Toronto - in fact, 76 per cent have had an affair with T.O. at least once before, and close to three quarters (67 per cent) of those who have cheated don't always admit their indiscretions to friends.

So why expose the cheaters? Because Tourisme Montréal and Tourism Toronto want each city's residents to know it's OK to cheat - and they're encouraging quickies with each other's city all summer long with a unique campaign that will allow Montrealers and Torontonians to "confess" their love for each other's city for the chance to win a trip to Toronto or Montréal.

"Because of the longstanding rivalry between Toronto and Montréal, residents often think they're 'betraying' their city if they admit to liking the other," said the Honourable Charles Lapointe, P.C., President and Chief Executive Officer, Tourisme Montréal. "We're a little more discreet with our affairs here in Montréal. But we want to make sure everybody knows it's ok to cheat with Toronto and have a quickie weekend this summer, whether it's for a little shopping on Queen Street West or to catch a Jays game!"

But does the love affair go both ways? Mais oui! Torontonians are actually more likely to admit their indiscretions - in fact, half (52 per cent) said they always tell their friends about their indiscretions and 85 per cent of respondents have reciprocated the rendezvous, having travelled to Montréal at least once before.

"The survey found what we've suspected all along -Torontonians cheat with their mistress Montréal all the time, even if they don't necessarily tell people about it. But we want residents to know - it's ok to kiss and tell!" said Alex Filiatrault, representing Tourism Toronto. "After all, cheering for the Habs during the playoffs doesn't mean you're betraying Toronto!"

It's Time to Confess!

Ready to spill the beans? From May 17 to June 7, Montréal and Toronto will each host mobile confession booths where residents can profess why they would (or secretly do!) cheat on their city.

The confessions - divulged on a mock hotel room bed in a bathrobe, no less - will be uploaded to QuickieWithMontréal.com. There, visitors will be able to vote for their favourite confession - and the winner will receive a trip to Toronto or Montréal including everything from round-trip airfare, two nights accommodations, passes to local attractions and events, a trip to the spa and dinner at a renowned city restaurant.

Monday, the mobile confession booths will be located on Ste-Catherine Street, at the North West corner of Peel Street. Plus, every resident that shares a confession will receive an exclusive, original t-shirt designed by local Montréal and Toronto artists from Side Lee Collective depicting each city's most famous landmarks. For more information, visit QuickieWithMontréal.com.

Exclusive Media Photo Op!

On Monday, May 17 at 12:00 p.m. media are invited to join Emmanuelle Legault of Tourisme Montréal and Alex Filiatrault, representing Tourism Toronto, at the corner of Peel St. and Ste-Catherine for a first-look photo op of the mobile confession booth and interviews about this unique campaign.

Come on down for some flirtatious fun...and share your own torrid details of your Toronto affairs!

Additional Survey Findings that Flirt with Forbidden Love

While many respondents do admit to their affairs, they still don't tend to leave a paper trail. Just a quarter of Torontonians (25 per cent) and only 12 per cent of Montrealers said they'd update their Facebook or Twitter status with a phrase such as, "I love going to Montréal/Toronto," or "I had so much fun in Montréal/Toronto." And some things truly are sacred - when it comes to hockey, only 19 per cent of Torontonians would wear a Habs jersey in the T-dot, while eight per cent of Montrealers would don a Leafs jersey.

Other survey findings reveal:

    
    - Among those who have cheated with the "other city", 20 per cent of
      Torontonians say culture is the main reason they are unfaithful,
      compared to 16 per cent of Montrealers who say that's the reason they
      go to Toronto
    - Montrealers (16 per cent) are more likely than Torontonians (11 per
      cent) to say the other city does sports better than their own ...Habs
      fever notwithstanding!
    - Four in ten (41 per cent) Montrealers believe the driving is better in
      Toronto than in Montréal, while just seven per cent of Torontonians
      believe that Montrealers do better behind the wheel. However,
      Torontonians (47 per cent) are much more likely than Montrealers (13
      per cent) to admit that the other city is better at making bagels!
    - Torontonians (38%) are more than twice as likely as Montrealers (16%)
      to say the other city does fashion better than their own.
    

About the Survey

These are some of the findings of an Ipsos Reid poll conducted on April 20 to 23, 2010, on behalf of Tourism Toronto and Tourisme Montréal. For this survey, a sample of 503 adults from Toronto and 504 adults from Montréal who are a part of Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-4.4 percentage points, 19 times out of 20, of what the results would have been had the entire population of adults in Montréal or Toronto been polled. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

About Tourism Toronto

Tourism Toronto is an industry association of more than 1,200 members established to sell and market the greater Toronto region as a remarkable destination for tourists, convention delegates and business travellers around the globe. For more information please visit www.seetorontonow.com.

About Tourisme Montréal

Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the destination on leisure and business travel markets. It is also responsible for developing Montréal's tourism product in accordance with the ever-changing conditions of the market.

SOURCE Tourism Toronto

For further information: For further information: Catherine Pouliot, Edelman, (514) 844-6665 x 228, catherine.pouliot@edelman.com; Marie-Eve Généreux, Edelman, (514) 844-6665 x 233, marie-eve.genereux@edelman.com


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