Tourisme Montréal chose GroupExpressions for their “The Flame in Montréal” campaign. This clever marketing initiative centered around the symbolic idea of Montreal requesting the passage of the Olympic torch. While the flame traditionally doesn’t travel outside the host nation, the campaign aimed to create a buzz and draw attention to Montreal, particularly targeting the French market. It highlighted the camaraderie between France and Quebec, showcasing Montreal’s vibrant French community. By generating speculation and interest, the campaign hoped to capture media attention and promote Montreal’s many attractions. It presented the city as an exciting and dynamic destination for tourists.
GroupExpressions was tasked with inspiring the French, particularly those in the Île-de-France region, to visit Montreal and develop an affinity for the destination.
To playfully lobby for Montreal’s inclusion in the 2024 Olympic torch relay, a dedicated website (“laflammeamontreal.com“) and video were created. This tongue-in-cheek approach resonated brilliantly with French media, generating significant national coverage across television, radio, and print outlets. The “Flame in Montréal” campaign launched strategically on Monday, 29 April 2024, just before the arrival of the Olympic Flame in France. This targeted timing capitalised on the national excitement surrounding the Olympic Games.
The campaign had an estimated reach of over 2 million viewers and achieved a 46% reach within the key Île-de-France market, positioning Montreal as a vibrant and exciting destination for French travellers.
