As part of Fierté Montréal Pride, the largest LGBTQ+ Pride in Canada, a new campaign has been unveiled to show that Montréal has got balls when it comes to its Pride celebrations.
To coincide with the Montréal event from August 9th to 19th, a dazzling array of colourful balls will overhang a section of Sainte Catherine Street as part of Tourisme Montréal’s We’ve Got Balls campaign. The idea for the campaign came after teams were inspired by Claude Cormier’s 18 Shades of Gay installation.
The marketing campaign, aimed at the Toronto, New York and California markets, 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.
#MTL affiche sa #Fierté partout! Voici un échantillon des événements et des activités «off-Fierté» qui se déroulent en marge de @FierteMTLPride ????????????????????❤ https://t.co/WzUGNRmuTH
???? Claude Cormier + Associés #FiertéMTL pic.twitter.com/EyJppPWDCZ
— Tourisme Montréal (@Monmontreal) August 7, 2018