MONTREAL — Tourism Montréal is encouraging travellers to experience the city’s youthful energy through its Never Grow Up communications platform, which is being promoted on the Ontario and New York markets.
After a memorable year of festivities in 2017, Never Grow Up highlights Montreal’s enthusiasm for outdoor events, including several admission-free festivals, circus performances at Jardins Gamelins, the Mile End Ex emerging music festival and the Mural urban art festival.
The platform was launched using a campaign developed by lg2 and Touché!, which includes a short film about a circus artist who flies over the city — set to a song by Montreal-based Half Moon Run. The campaign also includes outdoor signage featuring some of Montreal’s most interesting places, targeted videos, branded content and urban art created by visual artist Roadsworth.
“The talent of Montreal’s artists is truly inspiring. Tourism Montréal believes that any representations of the city must be as creative as the people who live here,” says Danièle Perron, vice-president, Marketing, at Tourism Montréal.