This Montréal International campaign reframes urban migration through a human-scaled, nature-driven narrative— Clapboard's Global Ad Archive.

Travel / Leisure

Montréal: The place I now call home - Montréal International | Clapboard Ad Archive

Other Travel / Leisure Campaigns

DISCLAIMER:

64

Montréal: The place I now call home - Montréal International | Clapboard Ad Archive

Montréal International’s 2021 campaign Montréal: The place I now call home, crafted by Gimmick Studio, marks a confident repositioning of the city within the travel and leisure category, emphasizing its unique combination of urban vitality, inclusivity, and expansive natural surroundings as a magnet for global talent and newcomers. Centered on a distinctive narrative film, the campaign asserts Montréal’s advantages through the lived experience of a new resident, foregrounding the city’s status as both a welcoming metropolis with a human scale and a dynamic destination where water, green spaces, and breathable air grant rare latitude in urban living. Speaking directly to the aspirations of international professionals and students, the communications reinforce Montréal’s broad appeal: quality job prospects, affordable cost of living, robust safety, and a full calendar of cultural and recreational options, all wrapped in an atmosphere of openness and belonging, are presented not in the abstract but as tangible benefits embodied in the user’s journey toward calling Montréal home. The strategy moves beyond the typical grandeur or cultural deep dive found in city marketing, calibrating its message instead to the value drivers that motivate real-world relocation decisions—space to grow, opportunity to thrive, and ease of integration for both career-seekers and students alike. Calls to action are sharply targeted and actionable, guiding professionals to talentmontreal.com and students to ichoosemontreal.com, tailoring the funnel to the distinct needs and ambitions of each segment. This audience resonance is underpinned by a creative approach that sits squarely in Clapboard’s FORMAT#10—Associated User Imagery, deploying a relatable protagonist whose journey signals, with authority and warmth, the possibility for any viewer to write themselves into Montréal’s evolving story. The absence of celebrity testimonial or overt demonstration works in the campaign’s favor, letting the authentic tone and the city’s visible attributes do the heavy lifting in brand-building and trust formation. Social hashtags such as #liveinmontreal and #montrealmoments serve to extend reach and foster a digital community, reinforcing the emotional promise of belonging that Montréal International is keen to deliver. The campaign earns 64/100 in Clapboard’s global creative archive. At a time when global cities are competing for talent on the strength of their lived experience, Montréal: The place I now call home demonstrates how user-centered, lifestyle-driven positioning can establish both differentiation and emotional connection in the hospitality and tourism sector.

Credits

Client

Montréal International

Agency

Gimmick Studio

The campaign "Montréal: The place I now call home" by Montréal International positions the city as an inviting, human-scaled urban environment that offers ample space and natural surroundings, emphasizing its ability to “breathe” amid water and greenery. This brand proposition highlights Montréal as a welcoming and inclusive destination with tangible benefits for international talent, including quality employment opportunities, affordability, safety, and year-round activities. By framing the city as both dynamic and resilient, the campaign conveys a multifaceted value proposition aimed at attracting individuals seeking not just a place to live, but a balanced lifestyle aligned with personal and professional aspirations. Strategically, the campaign leverages the insight that prospective migrants and students prioritize quality of life factors alongside career or educational opportunities. The creative narrative focuses on Montréal’s spaciousness and natural environment—unique attributes often overlooked in dense urban marketing—positioning the city as a haven for those desiring more room to live and grow. The call to action is tailored to specific audience segments: international professionals are encouraged to engage via the talentmontreal.com portal to explore job opportunities, while students are invited to discover educational programs on ichoosemontreal.com. This targeted approach reflects a dual-market strategy aimed at both skilled workers and students, underpinned by a human-centric, aspirational message that aligns with the brand’s goal of fostering international relocation and integration. The campaign’s use of narrative film and inclusion of digital touchpoints supports an engaging, contemporary dialogue with global audiences considering migration or study options.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign is best categorized as Associated User Imagery because it centers on the narrative of someone who now calls Montréal home, directly inviting viewers to envision themselves living, working, or studying in the city. The narrative’s first-person framing ("The place I now call home") and the focus on inclusivity, opportunity, and personal benefits are designed to make the audience see themselves as the protagonist. There is no explicit demonstration, no direct problem–solution frame, symbolic representation, or ongoing character/celebrity emphasis; instead, it crafts an aspirational yet relatable user profile to attract international talent and residents by showcasing lifestyle and cultural appeal through the imagined experience of a current or future resident. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Q: What is Montréal: The place I now call home about? A: Montréal: The place I now call home is a 2021 campaign developed by Gimmick Studio for Montréal International, targeting the Canadian market with a focus on attracting international talent and newcomers. The campaign uses a narrative film to showcase Montréal as a spacious, welcoming city surrounded by water and nature, emphasizing its human scale and quality of life. By highlighting the city’s inclusivity, job opportunities, affordability, safety, and vibrant cultural scene, the campaign positions Montréal as an ideal destination for those seeking a balanced lifestyle, whether for work or study. Q: What creative device does Montréal: The place I now call home use? A: Montréal: The place I now call home employs the Associated User Imagery format, as classified by Clapboard’s 12-format taxonomy. This creative approach centers on the narrative of an individual who now calls Montréal home, inviting viewers to imagine themselves living, working, or studying in the city. The first-person perspective and focus on personal benefits make the audience the protagonist, fostering aspiration and relatability. Rather than relying on demonstration, problem–solution, or celebrity endorsement, the campaign crafts an aspirational user profile to attract international talent through lifestyle storytelling. Q: What is the campaign proposition for Montréal: The place I now call home? A: The campaign proposition for Montréal: The place I now call home positions Montréal as a dynamic, resilient, and inclusive city that offers ample space, natural surroundings, and a human-scaled urban environment. Targeting both international professionals and students, the brand message emphasizes tangible benefits such as quality employment, affordable living, safety, and year-round activities. By focusing on quality of life factors alongside career and educational opportunities, the campaign aims to attract individuals seeking a city that supports personal and professional aspirations, reinforcing Montréal’s appeal as a destination for relocation and integration. Q: How does Montréal: The place I now call home rank in Clapboard's archive? A: Montréal: The place I now call home holds a Clapboard Campaign Score of 64/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards. Q: Who are the competitors in Montréal International's category? A: In the travel and leisure category, Montréal International competes with several major Canadian destinations. Tourism Toronto positions itself as Canada’s largest city, offering a cosmopolitan experience with diverse cultural attractions and business opportunities. Vancouver Tourism emphasizes a blend of urban sophistication and outdoor adventure, appealing to those seeking a nature-integrated lifestyle. Visit Quebec highlights French heritage and authentic cultural experiences, while Ottawa Tourism leverages its status as the nation’s capital with a focus on education and family-friendly amenities. Calgary Tourism promotes Western hospitality and access to the Rocky Mountains, targeting professionals and tourists who value both urban living and outdoor recreation.