MONTREAL – Taking inspiration from Claude Cormier’s 18 Shades of Gay installation—the famous colourful balls overhanging a section of Sainte Catherine Street—Tourisme Montreal is launching its We’ve Got Balls campaign on the Toronto, New York and California markets. The campaign highlights the audacious side of Montreal, a city known for being a safe and welcoming destination for the LGBTQ+ community.
“Montreal 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 Daniele Perron, Vice President, Marketing at Tourisme Montreal.
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Montreal Pride has offered praise for the bold campaign and Tourisme Montreal’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 Montreal icon. Besides adding colour to the city, they make an excellent showcase for the tourism campaign,” said Eric Pineault, President and founder of Montreal Pride.
Developed by lg2 (creation) and Touche!, 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 Montreal is an immense playground where anything is possible.