The "Montréal Ignites" campaign hits the New York market - Tourisme Montréal launches eight short films inspired by #MTLmoments shared by Montrealers and tourists

MONTRÉAL, May 31, 2016 /CNW Telbec/ - Tourisme Montréal has turned to the creativity and talent of Montréal to promote and get the news out about the destination. The organisation gave eight local directors carte blanche to create short films from a photo of their choice posted with the #MTLmoments hashtag on social networks. This artistic project will be integrated in the Montréal Ignites campaign that has been launched in the New York market. Under the slogan "Meet the other city that never sleeps", this original campaign that capitalizes on social networks, targets Millennials from the Northeast United States to inspire them to visit the city in the summer of 2016.

"We thought it was a truly innovative way to showcase Montréal culture to reach this clientele who are less receptive to traditional advertising. These short films give a unique take on our city, and they will certainly become the reflection of the ambience and character that make Montréal what it is: a world-renowned creative and artistic capital," said Yves Lalumière, the President and Chief Executive Officer of Tourisme Montréal.                          

The four short films were shot by directors Iouri Philippe Paillé, Yan Giroux, Mathieu Grimard and Mélissa Matos in partnership with Emmanuel Mauriès-Rinfret. They are available online at A second group of directors, composed of Vincent Bilodeau, Gabriel Poirier-Galarneau, Akim Gagnon and stop-motion duo Clyde Henry, will direct the second component of this campaign to be launched in the summer of 2016. With this initiative, Tourisme Montréal showcases the city's artists and also gives a second life to the Montréal moments shared in the last few years.

Since 2012, Tourisme Montréal has invited tourists and Montrealers to share their greatest moments using the #MTLmoments hashtag, with the objective of giving potential tourists and visitors a look at the exciting, welcoming sides of Montréal and a taste of the city's atmosphere through local experiences.

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.

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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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