Cossette Launches Reality TV–Inspired Campaign for Tourisme Montréal
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As competition heats up among urban destinations, Tourisme Montréal is leaning into bold cultural storytelling to stand out. In collaboration with Cossette, the organization is rolling out a 360° platform inspired by reality TV—the fastest-growing TV format globally.
By adopting these codes, Montreal reveals itself as a city where summer is lived at full intensity, like contestants on a reality show.
The goal is clear: position Montreal as an immersive, must-experience destination. A 60-second trailer-style video turns the city into a high-intensity stage, where visitors aren’t just spectators but the stars of their own stay.
This approach taps into the rise of film tourism, where a destination’s on-screen presence directly influences the desire to visit. By borrowing reality TV’s narrative codes, the campaign instantly draws viewers in.
On OOH displays, the campaign playfully twists TV and film review formats with double-meaning quotes, presenting Montreal as a destination where every moment is experienced to the fullest.
Live since March in theatres, online, and OOH, the campaign is running across France, the United States, and several Canadian markets, including Western Canada, Ontario, and the Maritimes.
