A Day Without Borders for Montréal Museums - Sunday, May 31, 2009

    MONTREAL, May 5 /CNW Telbec/ - The Board of Montreal Museum Directors
(BMMD) 23rd Montréal Museums Day, to be held on Sunday, May 31, will be
throwing the spotlight on museums' role as a tourist attraction, in addition
to offering visitors a special opportunity to take a wonderful journey at very
little cost. Without their passports or visas, and even without spending a
cent, participants can embark on a fascinating "borderless" museum tour - an
open-minded, accessible kind of tourism. Whether participants get around on
their own or take the free shuttles, everything will be organized to make for
an easy, pleasant, inexpensive and enriching day. On May 31, 2009, everyone
can take a free trip, with family, friends or on their own, and visit any of
the 30 museums that will be open from 9 a.m. to 6 p.m., thanks to the free
shuttle service between 9 a.m. and 4:30 p.m. A Museums Without Borders day for
unlimited fun!

    MONTREAL MUSEUMS DAY, A RECORD IN 2008. Attendance at Montreal Museums
Day has been on the rise since giant Quebecor came on board. The event set a
record in 2008, with 135,000 participants.

    MUSEUMS DAY: EVEN MORE IN 2009. More museums, more buses, improved public
transit access with an all-new "hub."

    - More museums and more choice, with 30 participating museums, including
      two new ones: the Centre historique des Soeurs de Sainte-Anne
      Green route) and DHC Art Foundation (Old Montréal, Red route).
    - More buses. In co-operation with the STM, 45 buses will be going
      everywhere in Montréal between 9 a.m. and 4:30 p.m. Note that service
      will be boosted this year on the Green route (western part of the
    - Improved access with the all-new hub. Directly accessible from the Viau
      metro station (green line), Centre Pierre-Charbonneau will have an
      indoor information centre and all the services participants will be
      looking for (washrooms, telephones and lunch counter). That's where
      participants can hop aboard a free bus or transfer between routes.


    - Tried and true logistics.

         - With 6 bus routes and many departure points (at each museum or at
           Centre Pierre-Charbonneau, at 3000 Viau, Viau metro station, green
           line) participants can choose their stops and the length of their
           tour, since service will be available all day long, from 9 a.m. to
           4:30 p.m.
         - Participants can transfer between the different routes at Centre
           Pierre-Charbonneau, where they will also find a food concession,
           telephones and washrooms. Once again this year, there will be
           Liberty yogourt products to sample. Finally, some one hundred
           volunteers will be providing security, directing participants,
           answering their questions and even riding the buses with them.
         - With incentive parking lots, attractive discounted fares on the
           St. Lawrence shuttle boats in co-operation with Croisières AML,
           and information available through Internet links to Vélo Québec
           and the STM Website, MMD is truly accessible to everyone.

    - An expanded media campaign to reach the broadest possible audience.

         - The advertising campaign will get underway in May with outdoor and
           indoor posters and some 360,000 bilingual flyers. In addition to
           producing and helping to distribute this print material, Quebecor
           publications will have numerous ads. Other ads will be carried in
           L'Itinéraire, Vie des arts, La Grande époque and Montréal pour
           Enfants. A television spot starring the spokesperson for the event
           for the past 4 years, TVA network host Pénélope McQuade, will mean
           excellent visibility across Quebec. The Ministère du Tourisme will
           also be helping out, carrying publications on its display racks at
           tourist information centres.
         - In Montréal, a campaign on the public transit network will feature
           ads on the sides of buses, lighted signs and animated screens in
           metro stations, and extensive coverage on metro car displays, in
           co-operation with Métromédia Plus and Alstom Télécité.
         - Lastly, we're innovating this year with a Web campaign in co-
           operation with Soundbeatmedia.com.

    - A special offer for tourists and day trippers.

    In partnership with Tourisme Montréal and Via Rail Canada, the BMMD has
been offering a special deal for the past three years. The BMMD is offering a
pass for the Saturday before MMD to anyone who purchases a "Sweet Deal"
through Tourisme Montréal (24 participating hotels) on the weekend of May
30-31, and Via Rail Canada is offering a 10% reduction on train fares that
same weekend, when customers mention the code available on the BMM Website
when reserving their tickets.

    Tourist are invited to visit the city's major museums on Saturday and
    enjoy some surprises the next day, taking a comfortable bus to explore
    attractions farther away from downtown and discover some well-kept


    MMD, held in conjunction with International Museum Day, launched in 1977
by the International Council of Museums, takes its inspiration from the 2009
theme proposed by ICOM, i.e. Museums and Tourism. With their slogan of Museums
Without Borders, Montréal's museums are expressing their universal appeal.
They are borderless institutions par excellence, transcending differences and
expanding visitors' horizons, offering them a variety of perspectives on
Montréal itself, History, Art and Science.

    MMD AND MONTREAL'S CULTURAL REPUTATION. MMD was a Montréal region finalist
in the 2008 Grands Prix du Tourisme Québécois, in the Festivals and Tourist
events of over $1 million category, and winner of the 2009 Award of
Outstanding Achievement, Marketing category, from the Canadian Museums
Association. It is one of the most popular events on the Montréal cultural
calendar. This is a chance for museums to promote their collections and their
many visitor and educational activity programs, and to blow their own horns as
major elements in enhancing Montrealers' quality of life and the city's
cultural reputation.

    EXCEPTIONAL, FAITHFUL PARTNERS. Montréal Museums Day is being proudly
presented for the sixth straight year by Quebecor inc., winner of the 2006
Arts-Affaires de Montréal award, for its role in this and many other
activities. Right from the very start in 1987, MMD has also benefited from the
unflagging support of the Société de transport de Montréal, another winner of
an Arts-Affaires de Montréal award, in 2008. This year the event can count on
financial assistance from Tourisme Montréal and Destination centre-ville. Many
firms are lending a hand with MMD, in particular Navettes maritimes du
Saint-Laurent, with reduced fares. Lastly, Montréal Museums Day receives
financial support under the Entente sur le développement culturel de Montréal,
between the Ville de Montréal and the Ministère de la Culture, des
Communications et de la Condition féminine du Québec, and from the Conseil des
arts de Montréal.

    - Information (public): www.montrealmuseums.org and 1-877-BONJOUR
    - Flyers available at: Superclub Vidéotron / Archambault stores / Omer
      DeSerres stores / Info touristes centres / Accès Montréal offices /
      Montréal libraries and Maisons de la culture / Many CLSCs and community
      centres and the participating museums.

    Visuals available from the Media relations co-ordinator.

For further information:

For further information: Pauline Marchand, Media relations co-ordinator,
(514) 570-0488

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