Taking inspiration from Claude Cormier’s 18 Shades of Gay installation—the famous colorful balls overhanging a section of Sainte Catherine Street — Tourisme Montréal is launching its We’ve Got Balls campaign on the Toronto, Canada, New York, USA and California, USA markets. The campaign highlights the audacious side of Montréal, a city known for being a safe and welcoming destination for the LGBTQ+ community.
“Montréal is a creative, forward-thinking city and a must-visit destination for this visitor segment. We want to remind them that the city has a lot to offer with its vibrant arts and culture scene, exciting nightlife and rich and varied food scene,” explained Danièle Perron, Vice President, Marketing at Tourisme Montréal.
Montréal Pride has offered praise for the bold campaign and Tourisme Montréal’s efforts to reach out to LGBTQ+ visitors, a very important tourist segment for the city. “The balls overhanging St. Catherine Street have become a Montréal icon. Besides adding colour to the city, they make an excellent showcase for the tourism campaign,” said Éric Pineault, President and founder of Montréal Pride.
Developed by lg2 (creation) and Touché!, this campaign is part of the broader Never Grow Up communications platform launched in May. The campaign invites visitors to experience the city’s youthful energy with the message that Montréal is an immense playground where anything is possible!
About Tourisme Montréal
Tourisme Montréal is a private, non-profit organization that works to position Montréal as an international-caliber leisure and business travel destination. The organization leads innovative tourist welcome strategies with a twofold objective: ensuring that visitors enjoy a quality experience and maximizing the economic benefits of tourism. Uniting more than 800 tourism professionals, Tourisme Montréal plays a leading role in the management and development of Montréal’s tourism business, and makes recommendations on issues surrounding the city’s economic, urban and cultural development.