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EuRoad Trip - lg2 and Tourisme Montréal

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What if you could travel to the four corners of Europe without even stepping on a plane? That's the enticing message Tourisme Montréal has for tourists from Ontario and the U.S. as part of a fall campaign that highlights the similarities between the metropolis and Europe's great cities. 

Montreal’s European heritage, evident in its architecture, food, unique culture and many attractions, is featured in an ad campaign that makes people want to hop in the car and visit. In a series of four different vignettes, Montreal is compared to Paris, London, Amsterdam and Berlin – cities known for their rich quality of life.

​“Travellers living nearby in Ontario and the northeastern U.S. may not feel ready yet to cross the Atlantic because of the current health situation,” explained Mylène Neufcourt, Communication and Advertising Manager, Tourisme Montréal. “That’s why we wanted to focus on Montreal’s European side without forgetting what makes it unique – its food, creativity, culture and Montrealers’ warmth – in order to remind people that the city is the perfect destination to enjoy that faraway feeling close to home.”​

Though Montreal may resemble some of Europe’s great cities, it also has its own special charms. Some of the city’s iconic elements such as “squeak, squeak!” cheese, smoked meat and bagels are featured separately in short 15-second videos, narrated with a local accent.​

“Montreal has long been touted as Europe without the jet lag. The pandemic has underscored the heritage that makes the city unique in North America. It's a big asset,” added Martin Charron, Assistant Creative Director, lg2.

Tourisme Montréal’s ad campaign consists of four 15-second videos that can be seen on YouTube and Connected TV, and in gas stations, OOH and web banners, with a heavy presence on social media (Facebook, Instagram and TikTok).

Advertiser: Tourisme Montréal

Creative Agency

Creative Agency: lg2

Vice-President, Creative: Marilou Aubin

Vice-President, Strategy: Sophie-Annick Vallée

Vice-President, Client Services: Marie-Christine Cayer

Creative Director: Martin Charron, Maxime Jenniss, Marilou Aubin

Copywriter: Cameron Hudson, Megan Luzier, Martin Charron

Art Director: Marine Intartaglia, Joannie Rosa, Maxime Jenniss, Marc-Antoine Vallée

Strategy: Sabrina Côté, Stéfanie Forcier

Content: Jérémie Hervieux, Didier Pigeon-Perreault

Client Services: Félix Asselin, Arianne Goulet

Agency Production: Marie-Élisabeth Fouquet-Bouchard, Nancy McDonald

Prod. House/Production: BLVD

Post-Production: BLVD

Sound Studio/Engineer: BLVD - Marc Rémillard

Motion Design: Mathieu Despins

Editing: BLVD - Jérémie TF

Graphic Production: Laurianne Benoit, Adrien Rioux-Richard, Julie Gauthier

Categories: Travel

Worldwide Partners, 24 days ago