It's Montréal's 375th anniversary - Sorry if it gets noisy in 2017!

MONTRÉAL, Dec. 1, 2016 /CNW Telbec/ - Tourisme Montréal is launching its Sorry campaign in Ontario and the United States. With a friendly and cheeky tone, this initiative promises to make a lot of noise in neighbouring provinces and states.

« Dear neighbours from Toronto and New York, we're turning 375 in 2017 so we'll be celebrating all year! We're going to make a lot of noise…Sorry! We live right next door so of course, you're welcome to come and join us. Your neighbour, Montréal. » 

Starting this year, Montréal ambassadors will be apologizing to their Toronto neighbours for all the racket, and will be inviting them to take part in the festivities. The campaign will then extend to New York in 2017, with the participation of an imaginary ambassador who will invite Americans to come and party like only Montréal knows how to do!

The campaign aims to position Montréal as a must-see tourist destination in 2017, when the city will be alive with 375th anniversary festivities. In addition to promoting the city, which promises to be livelier and noisier than ever, the campaign will highlight the various items on the agenda for the anniversary year. In all, there are more than 175 activities planned across the city and during all four seasons. "Sorry" also shines the spotlight on the city's culinary, cultural and events scenes. The campaign, which uses primarily web and outdoor signage, will be rolled out in several phases.

"In 2017, we'll be showing off Montréal's vivaciousness. Now 375 years strong, the city has a unique personality that promises to be particularly lively all year long. This is a great opportunity to showcase the city internationally. The effects of this reputation-building campaign will not only be felt in 2017, but for many years to come," said Yves Lalumière, President and CEO of Tourisme Montréal.

The Sorry campaign was developed by lg2 and Touché. The first phase will be released in December 2016.  

About Tourisme Montréal 
Tourisme Montréal is responsible for providing leadership in the concerted efforts of hospitality and promotion in order to position Montréal as a 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


SOURCE Tourisme Montréal

For further information: Andrée-Anne Pelletier, Manager -- Corporate Public Relations, Tourisme Montréal, 514-844-3344/514-264-1638,

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