Tourisme Montréal launches a promotional campaign as part of Expo 2010 Shanghai


Montréal, May 4, 2010 – Tourisme Montréal has embarked upon an extensive promotional campaign in the Chinese market to run concurrently with the Shanghai World Expo taking place from May 1 to October 31, 2010. In the theme of “Better City, Better Life”, the exposition, to which over 70 million visitors are expected, will welcome some fifty cities including Montréal – proudly one of only two North American cities represented – and will be covered by over 3 000 Chinese journalists. Espace Montréal, the City of Montréal pavilion, will present the city’s outstanding urban innovation and practices as demonstrated by the Saint-Michel Environmental Complex project.

The City of Montréal’s participation in the Expo is marked with a full calendar of formal and cultural activities, of which May 14 – Montréal Day at the Expo – is of special importance: it will highlight not only the anniversary of the founding of Montréal, but also the 25th anniversary of the twinning of Shanghai and Montréal, of which the commitment will be officially renewed and signed by the Mayor of Montréal, Mr. Gérald Tremblay, and the Mayor of Shanghai, Mr. Han Zheng.

Tourisme Montréal was thus mandated with the organization of the Montréal celebrations that will revolve around circus and street arts, music and contemporary art. To this effect, Tourisme Montréal called upon some of its most prestigious partners in the domain, being Cirque Éloize, Angèle Dubeau and La Pietà, as well as the Association des galeries d'art contemporain (Association of Contemporary Art Galleries, or AGAC), that so aptly reflect the city’s cultural richness and variety.

 “In the last few years, Tourisme Montréal has begun to make inroads into the Chinese tourist market that represents enormous potential for our city,” said the Honourable Charles Lapointe, President and CEO of Tourisme Montréal. “The very presence of our representatives at the Shanghai World Expo, in conjunction with that of Montréal businessmen and talented artists, will be an opportunity for Tourisme Montréal to renew and strengthen existing ties and to increase our visibility in the business market,” concluded Charles Lapointe.

Within this context, Tourisme Montréal has undertaken a widespread campaign targeting the Chinese media with the objective of highlighting the ties that unite our two cities as well as the numerous attractions that Montréal as a destination has to offer. The campaign is complemented by an extensive advertising offensive, through both conventional and social media channels. One component is a promotional microsite, hosted by, which is already online thanks to the involvement of Ruder Finn, a Chinese agency commissioned by Tourisme Montréal.

Furthermore, with the aim of targeting business clientele more precisely throughout the Expo, Tourisme Montréal has planned a networking evening on May 12, to which its partners, suppliers and Chinese businesspeople will be invited to attend in the presence of the Mayor of Montréal and the President and CEO of Tourisme Montréal.

Tourisme Montréal would like to thank the City of Montréal for its exceptional support in this extensive project, as well as Renaud-Architecture d’événements, the Cirque Éloize, Angèle Dubeau and La Pietà, the Association des galeries d'art contemporain (AGAC) and Art Souterrain for their valuable cooperation.

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Pierre Bellerose
Vice President
Public Relations, Product Research and Development
Tourisme Montréal
514 844-2404>

Chinese microsite: