To boost tourist traffic during the cold season, Tourism Montréal engages the French market with a creative concept that pits the “Team Chill” (relax) against the “Team Thrill” (sensation).
This initiative, rolled out internationally to priority North American and European markets, aims to deconstruct the image of a restrictive winter and turn it into a compelling urban attraction argument for French travelers.
The organization thus seeks to highlight the contrasts of the metropolis through 30-second videos and short formats broadcast on digital and streaming platforms, inviting visitors to become active participants in their stay.
This initiative, rolled out internationally to priority North American and European markets, aims to deconstruct the image of a restrictive winter and turn it into a compelling urban attraction argument for French travelers.
The organization thus seeks to highlight the contrasts of the metropolis through 30-second videos and short formats broadcast on digital and streaming platforms, inviting visitors to become active participants in their stay.
A reality-TV-inspired communication strategy
In continuation of its summer setup, the campaign borrows from the mechanics of reality TV shows, such as confessions, competition, and team-based rivalries, to theme the travel itineraries.
On the relaxation side, the promotion highlights local gastronomy, museums, urban spas, and neighborhood spots under the snow.
On the thrill side, the emphasis is on outdoor activities, winter festival programming, outdoor art installations, and nightlife.
The objective is not to create a true clash, but to illustrate the complementarity of experiences accessible within a single day in the city.
On the relaxation side, the promotion highlights local gastronomy, museums, urban spas, and neighborhood spots under the snow.
On the thrill side, the emphasis is on outdoor activities, winter festival programming, outdoor art installations, and nightlife.
The objective is not to create a true clash, but to illustrate the complementarity of experiences accessible within a single day in the city.
A media plan targeted at Île-de-France and the Lyon region through December
The campaign in France runs from September 2 to the end of December 2026, with priority targeting of the Île-de-France and Lyon catchment areas.
The media buy relies on high-audience outlets and digital channels to reach urban audiences seeking cultural, gastronomic, and exotic getaways.
By reaffirming that the metropolis “never hibernates,” Tourism Montréal aims to consolidate visitor flows across all four seasons and maintain visibility in the French market throughout the autumn-winter period.
The media buy relies on high-audience outlets and digital channels to reach urban audiences seeking cultural, gastronomic, and exotic getaways.
By reaffirming that the metropolis “never hibernates,” Tourism Montréal aims to consolidate visitor flows across all four seasons and maintain visibility in the French market throughout the autumn-winter period.
