MONTREALIVE: An invitation to celebrate Montréal's vivacity on the occasion of its 375th anniversary

MONTRÉAL, Dec. 11, 2015 /CNW Telbec/ - As Montréal's 375th anniversary draws near, the Society for the Celebration of Montréal's 375th Anniversary joins the Board of Trade of Metropolitan Montréal, Montréal International and Tourisme Montréal in inviting everyone who loves Montréal, near and far, to proudly proclaim MONTREALIVE. Fruit of the collaboration between four partners, MONTREALIVE is both a rallying cry and a signature that aims to instill renewed pride and engagement in Montréal, the impact of which will be felt far beyond 2017.

"MONTREALIVE is much more than mere communications exercise," said France Chrétien Desmarais, President of the Board of Directors of the Society for the Celebration of Montréal's 375th Anniversary. It's also a new way to identify ourselves as Montrealers in our hearts, whether we were born here or somewhere else, whether we live here or abroad. We want this rallying cry and signature to be shared by everyone who loves Montréal as a sign of their pride in the city. Montréal is alive. Let's celebrate it. Vive Montréal!"

Vivacity to describe Montréal's personality

To build consensus and rally everyone together, the four partners needed to find an attribute that was both unique and full of promise, which allowed the city shine on the international stage. A single word that expressed Montréal's vibrant personality and that was inspiring for the future. MONTREALIVE draws its inspiration from Montréal's vivacity.

For the past 375 years, Montréal has been a living city. Its cultural and artistic vision, economy, gastronomy, creativity, nightlife and its neighbourhood are all alive. Its vivacity shines the spotlight on its effervescent and energetic personality, its alert, open and curious mind, as well as its teeming imagination, festive spirit and entrepreneurial culture. It also pays tribute to the people it unites. Talented and active people, from different backgrounds, who think differently and who dare to live their dreams. MONTREALIVE positions the city as a cultural and economic metropolis where Québec's dynamic forces converge. A city where anything is possible.

The rosette, a unifying symbol

The partners in this initiative made the bold choice to incorporate the rosette into the visual design of MONTREALIVE. Adopted by the Ville de Montréal in 1981, the rosette is a strong and unifying symbol that enjoys widespread visibility. Its multiple uses have made it an emblem of Montréal, its territory, its culture and its people. As explained by the Ville de Montréal, the rosette represents a flower whose four petals form the letters V and M. At the center, the intersecting lines represent Montréal, a city that has always been at the crossroads of major communication channels and civilizations. The four hearts created by the intersecting lines represent the strong attachment citizens feel for their city. The undulating line surrounding the whole represents the island, whose plant and aquatic life express the rich natural environment and the care Montrealers take to preserve it.

MONTREALIVE: a unified movement

This initiative was born of the desire by each of the four partners to join together and speak as one for Montréal 375th anniversary. The three keys to success demanded by the partners were the potential to last beyond 2017 as well as the distinctive (vivacity) and unifying (rosette) character of the visual identity.

MONTREALIVE thus becomes the communication platform for the Society for Montréal's 375th to promote its celebrations. Multiple brand identities are planned, especially in advertisements, on the Web and in postings. The three other partners will also become ambassadors by integrating it in their communications. MONTREALIVE and its French equivalent VIVEMONTREAL will be used on both local and international markets.

Video presentation of VIVEMONTREAL:

About the Society for the Celebration of Montréal's 375th Anniversary

The Society for the Celebration of Montréal's 375th Anniversary is a non-profit organization whose mission is to organize the 2017 celebrations. With a focus on promoting Montréal expertise, it acts as a catalyst to realize its mandate: mobilize the community, implement a funding strategy, rigorously manage funding, devise quality programming and ensure visibility of the celebrations. It does not look after the legacy, which falls under the responsibility of different public authorities. The Society is supported by the Ville de Montréal and the Gouvernement du Québec. For more information:


SOURCE Société des célébrations du 375e anniversaire de Montréal

Image with caption: "logo (CNW Group/Société des célébrations du 375e anniversaire de Montréal)". Image available at:

For further information: Information: Anne Dongois, 514-826-2050,


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