Branding Greater Montreal

    MONTREAL, June 20 /CNW Telbec/ - The Communauté métropolitaine de
Montréal (CMM) today launched a process aimed at giving Greater Montreal a
brand image. At the end of this process, which should take about a year, the
region will have a dynamic visual identity, a standardized graphic image and
be well positioned to promote itself on the international scene.
    "The desire to give Greater Montreal its own brand image arises from the
need for greater cohesion in its international positioning and promotional
efforts," said Robert Charland, member of the city of Longueuil's executive
committee and chair of the CMM's economic development, metropolitan facilities
and funding commission.
    This commission, made up exclusively of elected officials from the
metropolitan region, was given the assignment of overseeing the entire
project. To assist it in this process, the CMM engaged the services of
NATIONAL Public Relations, Léger Marketing and Desjardins Design, following a
public call for proposals. Throughout the process, a steering committee
consisting of various institutional players active on the international scene
will comment upon and validate the efforts of these professionals.
    The brand image we select must convey a clear, consistent and distinctive
message for all stakeholders with activities abroad. It must also reflect a
unifying vision in which residents of all the region's municipalities
recognize themselves.
    "Positioning and promoting Greater Montreal abroad are issues that affect
the entire metropolitan region. That's why it's important for all regional
stakeholders to have their say," said Benoît Labonté, borough mayor of
Ville-Marie, member of the city of Montreal's executive committee and member
of the economic development, metropolitan facilities and funding commission.

    A collective, collaborative process

    To ensure the highest level of participation and buy-in possible for this
major collective process, the CMM will seek suggestions and comments from the
public, elected municipal officials, and socio-economic and cultural
stakeholders at every stage of the project.
    Starting today, anyone interested in contributing their ideas and
suggestions to the project can visit or send
an e-mail to
    Over the summer, the CMM, in cooperation with Léger Marketing, will hold
focus groups with municipal officials, opinion leaders active on the
international scene and brand image experts, to identify the distinctive
features of Greater Montreal's that could be reflected in its brand image. Web
surveys will then be conducted with municipal officials, CMM partners and the
population of the region to determine buy-in for the various features
identified. In the fall, individual interviews will be carried out with
opinion leaders to validate the results obtained.
    During the winter, the design team will tackle the development of brand
expressions: logo, slogans, positioning statement, standardized graphic
design, and so on. The team will be supervised by Charles Desjardins of
Desjardins Design and assisted by Pierre Léonard, president of the Société des
designers graphiques du Québec.
    Other focus groups will be held in spring 2008 to validate these brand
expressions. The final choice will be announced in the summer of 2008.
    "Our primary objective is to ensure that the brand image selected will
receive buy-in and elicit pride throughout the Greater Montreal community.
That's why we are hoping for the greatest possible input from the public,
elected officials and opinion leaders throughout the process," concluded
Mr. Charland.

    About the Communauté métropolitaine de Montréal (CMM)

    Formed by the territory of 82 municipalities, the CMM has a population of
3.6 million and covers an area of nearly 4,350 square kilometres. The CMM is a
planning, coordinating and funding body that is responsible for urban
planning, economic development, social housing, facilities, infrastructures,
services and activities of a metropolitan nature, public transit, the
metropolitan road network and the environment.

    Note to journalists: Robert Charland, member of the city of Longueuil's
    executive committee and chair of the CMM's economic development,
    metropolitan facilities and funding commission, is available for

For further information:

For further information: Hugo Delaney, (514) 843-2355, Cell: (514)
804-1606; Source: Martine Ethier, CMM

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Communauté métropolitaine de Montréal

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