Stuck in Montréal for your vacation because you didn’t reserve a secluded campsite with no service months ago? No worries, you can still save your vacation plans! With the Island Getaway campaign, we invited Montrealers, Quebecers and Ontarians to rediscover Montréal by highlighting its one feature everyone tends to forget about: Montréal is an Island. By presenting the city as an island where you can lounge on sandy beaches, taste exotic delicacies, explore colonial architecture and even go surfing, Tourisme Montréal reframed the city as “Your 2021 Island Getaway” and invited tourists to discover all of its island-y attractions, proving that Montreal is a place nearby where you can feel faraway. It’s Plan A, not Plan B.

This island proposition also oriented our media placement. We were everywhere people go to plan en exotic trip. We also took over BIXI bikes for the summer. After all, what better way to get around an island than by bike? t A specific messaging strategy, “Explore the four corners of your Island,” was developed to connect with locals while “The heart of the island” messaging was also created in partnership with downtown partners.