Festimania - The context

2010. Montreal needs a coherent statement that encapsulates all of its festival offerings. It needs to communicate that not only does it offer a smorgasbord of different festivities during the summer, but it also has some of the largest and most important international festivals in the world. Montréal Festimania, a collective of Montreal's festivals, is created to answer this need. But a new tourism brand in a recessionary economy is a difficult sell.