Case Study

Montréal International

Challenge

Montréal International’s (MI) mandate is to attract direct foreign investment, international organizations, entrepreneurs, talented workers and international students to the region. Their team consists of 80 professionals with specialized expertise, including in the divisions of Talent Montréal (attracting international talent) and I choose Montréal (attracting and retaining international students). Since its founding, MI has contributed to attracting direct foreign investment projects valued at $18 billion, leading to the creation or maintenance of 71,000 jobs. They have also played a key role in the decisions of nearly half of the city’s 66 international organizations to establish themselves here, as well as in attracting and retaining more than 11,000 strategic international workers.

MI mandated our team to create and execute a public relations strategy for the promotion of the economic prosperity of Greater Montreal and support them in attracting foreign investors, international organizations, entrepreneurs and international students to the region.

Solution

Using key sectors in which Montreal acts as a powerful economic lever (ex: the video game industry or AI) to showcase the region’s economic power and thus attract the target. Meaningful communications were sent to journalists that we had carefully targeted allowing us to  get coverage on several continents.

An analysis of external and internal factors of influence was conducted by the team to identify key drivers of awareness for the amplification campaign:

  • Pillar 1: The main unique industries present in Montréal.
  • Pillar 2: The demonstration that new industry can emerge in Montréal.
  • Pillar 3: The body of students and talented workers in the city. 
  • Pillar 4: The benefit of studying in Montréal and the job opportunities.

Impact

300 million impressions…

By reaching nearly 8 strategic markets, the awareness of Montreal International has increased significantly and has allowed Greater Montreal to attract numerous investors in several sectors and also students from several different continents.

Montréal International

Year

2020-…

Category

Media relations

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Montréal

12102-1 Place Ville Marie
Montréal, QC
Canada
H3B 3Y1

Toronto

952, Queen Street West
Toronto, Ontario
Canada
M6J 1G8

Los Angeles

9046 Lindblade St,
Culver City, California
United States
90232

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