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Case Study: Happy Birthday Montreal

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PR & Events
Tourisme Montréal


Alongside its global release on YouTube with subtitles in different languages and all available social media channels, Air New Zealand released the ‘World’s Coolest Safety Video’ video with German subtitles on its German Facebook page. Prior to and following the release, additional content, including behind the GroupExpression has been requested by Tourisme Montréal to launch a PR campaign promoting the celebrations for the 375 anniversary of the City of Montréal in order to generate more than 4 million of Canadian Dollars of coverage in 2017 and 2018 and convince more French travelers to visit Montréal to attend the festivities. According to the briefing given by the client, the main objectives of the campaign should have been: brand awareness, push on bookings.


We launched the Year of celebrations with a week of PR activation in Paris in January 2017 to present through different format the richness of the tourism offer in Montréal and suggest a large scope of reportages to various medias from off & online to radio and TV. We organised a birthday breakfast party in our offices with the “pancake chief’ from Montréal and birthday presents to be shared with the journalists.
We organised happy hour meetings with influencers and 1to1 meetings for Tourisme Montréal representatives with key TV production house.

At the same time, we supported the installation with fun thematic press office actions, editorial content developped in relation with 375 and create a strong relatinship with media, bloggers and influencers.


The campaign was a real success with 1 major TV program “Télématin” on France 2, leading public channel. They dedicated 2 shows entirely to Montréal with 6 chronicles who did different reportages featuring cultural events, architecture, green initiatives, tourism, gastronomy and the movie industry. We achieved results in terms of awareness, appreciation and convertions are impressive.