lg2 wins Tourisme Montréal account, becomes new brand agency for the organization

MONTRÉAL, July 28, 2014 /CNW Telbec/ - Tourisme Montréal is proud to announce that it has chosen the integrated advertising agency, lg2, to represent its brand. The rigorous selection process, which occurred in spring 2014, was undertaken in two stages—an open call for nominations, which lead to a shortlist of three agencies, each of whom were subsequently asked to analyze a case study and submit a strategy linked to the business objectives of Tourisme Montréal.

Think like a brand, act like a retailer. Herein lies the philosophy to which lg2 has adhered for over 20 years to build unique brand experiences that appeal to consumers. Recognized for the experience of its multidisciplinary team and its outstanding services, lg2 demonstrated its understanding of Tourisme Montréal's strategic issues situated within the context of the continual need to find new ways to draw clientele to Montréal.

"We were attracted by lg2's credo and by the excellence of its proposal," said Emmanuelle Legault, Vice President of Marketing at Tourisme Montréal. "Lg2's presentation convinced us that the agency truly understood our 2014-2018 strategic positioning and cultural change aimed at strengthening the commercial and economic character of Tourisme Montréal," continued Emmanuelle Legault. The lg2 team was given a three-year mandate during which it will work closely with the media agency, Touché! PHD, which is responsible for implementing the media strategy for all communication channels.

"It is an honour for lg2 to join forces with Tourisme Montréal. We look forward to applying our digital, tourism, and advertising expertise to a client with such a current vision of communications. On the eve of the 375th anniversary of Montréal, we are also pleased to be able to contribute to the momentum and influence of our city, and to invite tourists and businesspeople from around the world to discover and rediscover Montréal," affirmed Mathieu Roy, Partner, Vice-President and Managing Director of lg2.

Tourisme Montréal wishes to thank Sid Lee agency, a partner since 2005, for an innovative and creative quest that lead to much success in a constantly evolving industry. In fact, Sid Lee was a strategic ally in the advertising shift to 100% Web, begun in 2009, a first in the North American tourism industry, and in the launch of the #MTLMOMENTS campaign, recipient of numerous awards. Tourisme Montréal has had the privilege to witness first-hand, over many collaborations, the quality and creativity displayed by this Montreal-based communication firm.

About Tourisme Montréal
Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position the "Montréal" 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. For more information, visit www.tourisme-montreal.org.

About lg2
A Canadian, integrated advertising agency, lg2 has accumulated over 20 years of experience in strategic planning, advertising, interactive communications, design, and production, for both digital and traditional media. It remains to this day the most awarded advertising agency in Canada.

SOURCE: Tourisme Montréal

Alexandra Graveline, Manager - Corporate Public Relations, Tourisme Montréal, 514 844-3558,? [email protected]