Tourisme Montréal takes Toronto by storm

    MONTREAL, Sept. 3 /CNW Telbec/ - Tourisme Montréal takes Toronto by storm
today by launching a promotional tourism offensive in the heart of the Queen
    An integral part of a vast marketing campaign that the Montréal tourism
board launched earlier this year, this initiative is specifically aimed at the
Toronto clientele through various activities taking place today in different
highly-frequented sites throughout the city. The goal of this offensive: to
get Torontonians to discover-or rediscover- Montréal as a great destination
for short getaways, especially with the two long weekends (Labour Day and
Thanksgiving) coming up this fall.
    An important target market for Tourisme Montréal, the Toronto area tends
to respond favourably to promotional initiatives even during times of economic
slowdown. Over 2 million visitors from Ontario visit Montréal annually with
spending estimated at 458 million dollars. This autumn offensive is
strategically planned just before the two fall long weekends as summer-like
conditions continue in the city, allowing Montréal to rapidly benefit from
short-term results.
    The five Montréal "Insiders" featured in Tourisme Montréal's advertising
campaign will, of course, be leading the charge in Toronto. Accompanied by a
street squad, their mission is to interact with Toronto residents today and
help them discover the myriad experiences Montréal has to offer. And, to give
Toronto a real taste of the city, they will be passing out Montréal's
legendary bagels, brought in fresh for the occasion, throughout the day.
Authentic experiences will be the keystone of the offensive, with the Insiders
giving Torontonians the inside scoop on the hottest places and happenings so
they can experience Montréal like a local. The day will also include visits to
Toronto bars in the evening and a contest to win dream weekends in Montréal.
    The promotional offensive was organized by Tourisme Montréal in
cooperation with the team from Cossette Media and their partner NEWAD. As
always, Sid Lee is responsible for the creative side of the campaign.

    Tourisme Montréal is responsible for providing leadership in the
    concerted efforts of hospitality and promotion in order to position the
    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 on our Insiders, go to:
    To watch the video of the Insiders in Toronto go to:

For further information:

For further information: Pierre Bellerose, Vice President, Public
Relations, Research and Product Development, Tourisme Montréal, (514)

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